Rothy’s: Site-wide Campaign 3,
World Oceans Day

The World Oceans Day campaign was a way to bring awareness to a cause that Rothy’s supports—fighting plastic pollution in the ocean. When merchants analyzed inventory, they found a number of styles were not selling to the anticipated projections, and decided to run a promotion similar to the BCPP campaign where proceeds of the profits from these shoes would be donated to a non-profit partner, 5 Gyres. Since this campaign featured a select amount of shoes rather than the whole catalog, the site integration would be similar to the first BCPP campaign.

The goal for this was to make it easy for customers to shop the select styles, and give more information about plastic pollution rather than diving deep into who the non-profit partner was, since this time the focus was on the ocean.

In regards to imagery, I once again utilized on-brand stock photography, but I also wanted to do something a little different—I wanted to shoot new photos of the shoes as a collection to help showcase them in a way that felt a bit more rich than their product shots alone could convey. These photos could also be used in marketing materials to promote the campaign.

The hierarchy of the page was to encourage shopping. It led with a beautiful photo of the collection, a shocking statistic which generated an emotional connection, followed by product thumbnails to shop without leaving the page. In order to safeguard against the notion that Rothy’s was encouraging buying a plastic shoe while stating that plastic pollution is bad, I wanted to showcase how much the company believes in combating pollution and waste. This page was all about the Rothy’s commitment to the ocean, with a summary about the non-profit partner at the bottom, again followed by an easy way to help your friends become informed.