Client: ShoeDazzle (Los Angeles)
PR agency: Fifteen Minutes PR (Los Angeles)
Campaign: ShoeDazzle.com launch
Duration: February-May 2009
Budget: $100,000
Last fall, Legalzoom.com founders Robert Shapiro and Brian Lee partnered with Kim Kardashian on the launch of ShoeDazzle.com, an e-commerce network offering a monthly membership for $39 shoes chosen by a stylist. In January, the team hired Fifteen Minutes PR to build awareness among 18- to 22-year-old women and generate traffic to the site, which came out of beta that month.
Strategy