The Problem
Williams had relied on the same advertising playbook for years while the market shifted around them. With the black school-shoe category declining and more competitors vying for mum attention, their mum marketing was ad-hoc and underpowered—no system, limited advocates, low review volume/ratings, and missing the benefits of regular, compelling and converting social content. They needed modern, mum-centric systems and on-the-ground execution to connect with buyers where they are and prove Williams as the go-to Back-to-School shoe brand.
Action Plan
Mumpower delivered an integrated Back-to-School program combining influencer marketing, UGC, and product trials & reviews, underpinned by exclusive mum insights around buyer preferences all built to maximise the peak sales window and create retail-ready credibility.
Results
The campaign drove reach, engagement and trust at exactly the right moment—arming Williams with plug-and-play content, credible mum-backed reviews, and insights for ongoing performance.
What the partnership produced
Real life brand champions spreading the word: 40 Influencer partnerships with 670K collective audience size, delivering authentic mum content
12 month library of evergreen content: 111 content pieces including exclusive user generated assets from 10 content creators
Social Proof that Sells: 75+ product reviews lifting the average product review rating score from 2.7 → 4.1stars and enhancing organic SEO search engine performance
Market Clarity: 617-mums revealed buying preferences and insights to fuel mum centric campaign
This campaign delivered on the original campaign goals to maximise peak back to school sales period, boost awareness, word of mouth & mum-backed trust and ultimately cement brand perception as the go-to Back-to-School shoe experts.
“Love seeing this campaign come to life and all the content created – we will be using it in EDMs and socials. The campaign is producing some great results in terms of engagement. The reviews are great and so detailed – Mums are having a great experience instore and loving the product!
10/10 Extremely satisfied this campaign delivered on brief and objectives.”
Williams
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