A new chapter for Feelgrounds:
The first Dress Collection

How a young brand is introduced to a new market segment: Through precise creative direction, clear communication, and interdisciplinary collaboration.

12
ROAS
-66%
Marketing Costs Week over Week
3,5%
Email Marketing Conversionrate
Timeframe
08/04–10/25/2025
Role
Creative Direction – Strategy, Concept & Campaign Leadership
Team
2 Creatives (Art Director, Copywriter)
Goal
Introduction of new styles (penny loafers & derbies) & development of the new brand category “Business & Dress Shoes”

From Urban Lifestyle to Smart Casual Professionals

The dress collection marked a strategic move to expand Feelgrounds beyond the casual segment towards a new target group that needs formal shoes that are still healthy and comfortable. The aim was to position derbies and loafers as a modern, healthy alternative to classic dress shoes, with barefoot comfort, innovative and vegan materials, and a high-quality look.

Key Messaging
Modern. Healthy. Minimalist. Fashionable

Tone of Voice: Authentic, modern, approachable and sophisticated

No more compromises: style meets nature.
Dance the night away tonight without your feet regretting it tomorrow.
The shoe that not only makes you look good, but also feel good.

Urban Barefoot Elegance:
Healthy, reduced, elegant.

For the creative direction, I translated the strategic goal into a clear visual language: bright, minimalist, urban. Style meets comfort with a touch of extravagance—the focus was on naturalness and self-confidence. The communication followed a narrative structure:

1. Crafted for Everyday Confidence
2. From Formal to Functional
3. Redefining Business Footwear
Campaign-Angles & Claims
“Seeking style, finding comfort.”
“Comfort knows no dress code.”
“Naturally, one step back. Elegantly, two steps forward.”
“The difference is indescribable.”

Creative direction means leadership and clarity.

While I was responsible for creative direction, I was also in charge of coordinating all stakeholders involved, from art and copy to marketing and IT. I structured briefings, review loops, and approvals in Asana, visualized the creative roadmap, and kept the budget and deliverables transparent for all team members.

Nico Hecht
Marketing Lead
Martina Grüber
Social Media
Fabian Wollmer
IT & Shop Integration
Farina Renken
Copy & Tone of Voice
Frederic Graen
Visual Content

From Insight to Impact – a six-step launch architecture

The campaign followed a clearly defined phase structure designed for synchronicity and user experience.

Phase 1
Preparation
Briefing affiliates and requesting and preparing UGC content
Phase 2
Teaser
Teaser email, PM LEAD campaign with gamification incentive (raffle for 3× €500 fashion vouchers) and landing page for LEAD generation live
Phase 3
Pre-Launch
Lifestyle visuals on social media, activation of existing customers through CRM
Phase 4
Early Access
Product reveal for LEADs via password-protected access + launch email to LEAD segment
Phase 5
Launch
Email & SMS campaigns (CRM), social media posts and stories for organic traffic, activation of all channels for maximum brand recognition
Phase 6
Post-Launch
Retargeting LEADs with renewed purchase incentives (discount codes), UGC content, styling tips, FOMO messaging “Derby shoes and loafers are very popular. Grab yours quickly before they're all gone.”

Strategic consistency as a success factor.

The launch performance confirmed the power of clear and consistent communication design: high LEAD conversion, above-average engagement rates in Meta Ads, and positive responses to the comfort story and authenticity led to a 66% drop in marketing costs, while ROAS rose to 12.

01
Consistent creative direction
Consistent creative direction across channels is crucial for campaign success.
Performance Marketing ROAS
12
02
Cross-functional transparency
Cross-functional transparency measurably accelerates quality and speed.
Marketing Costs Week over Week
-66%
03
Consistent tone of voice and design
Target group-oriented design improves the performance of individual touchpoints.
Email Marketing Conversionrate
3,5%

Visuals & campaign excerpts

The imagery conveys elegance and precision. Minimalist and stylish, just as Feelgrounds customers have come to expect.

Various visual elements of the campaign as examples of structure and design: