Suecos: Content Lead | Assignment by Alejandro Torres

Suecos’ Background
Suecos® mission is to offer healthy, comfortable, and trendy footwear for all audiences.
Suecos is the leader in sanitary footwear for health professionals and comfortable shoes for
a broad audience.
Stabil, our latest model focused on workers whose job requires them to spend long hours on
their feet, will launch this October.
Brand
● Healthy
● Comfortable
● Trendy
● For everyone
● Caring
● Ally
● Techie
● Innovative
● Professional
● Versatile
● Foot care
● Durable
Competitors
● Crocs
● Evacol
● Adidas (Adilette)
● Nike
● Skechers
Audience research
For B2B Suecos’ strongest accounts are:
1. Nurses/Doctors/Pharmacy (MEDICAL)
2. Chefs, Waiters, Hotel Employees (HOSPITALITY)
3. Other Physical Jobs (Transport/Logistics, Retail, Hairstylists, etc.)
Highest at risks professions for tired leg syndrome?
● Pharmacists
● Flight attendants
● Health personnel
● Sales clerks
● Hospitality staff
● Stylists
● Housekeeping
personnel
Alejandro Torres
Candidate’s Work Assignment for Content Lead @Suecos

Messages
Brand Focus: health, comfort, and support for all employees who work on their feet all day.
Since there’s a diverse pool of industries with employees who work on their feet all day, the
main message must resonate with all of them.
Video, Campaign and Content Concept
Ponte en mis zapatos Put yourself in my shoes
The concept can be used seamlessly by Suecos, customers and influencers throughout all
channels. It can also be used to create content related to Suecos’s social responsibility
activities and communications.
In all videos, regardless of the audience or content, at the end of it all viewers should be able
to say this shoe is for me. A good way to do this is use an “In The Heights” inspired outro
where models clothes and settings change in a few frames. To better illustrate this point,
please watch this short (14 seconds) video
If the link doesn’t work, please copy and past the following url to a browser:
https://drive.google.com/file/d/1-HCY7U4_KnusgfXy8xev1jkvKSc36oB3/view?usp=sharing
Social Media (Facebook, Twitter, Pinterest, YouTube)
PONTE EN MIS ZAPATOS (BRANDING)
Branding posts for social media where Suecos talks to its different audiences about
the benefits of wearing our shoes for their specific profession. All content must be adapted
for each channel where it will be published.
● Instagram:
○ Stories: as a teaser or “intro” for each audience
● Organic Social Channels
Alejandro Torres

○ Video Post: 60 seconds long summary divided in three parts_
■ Introducing each audience health issue/problem e.g: it’s very
slippery at their work place
■ Stabil is presented as the solution
■ Information that backs-up the solution e.g: non-slip rubber sole
● Video for Organic and Paid Channels
○ Guides:
■ General: Highlighting Stabil’s features
■ for each audience, it’s a new feature that allows us to group
posts of our choosing.
○ Gallery Posts:
● Photos for use on Web & in Printed
Materials
■ Audience Specific: Highlighting Stabil’s features as benefits for
each audience group.
● Facebook:
○ Video Post: 60 seconds long summary divided in three parts:
■ Introducing each audience health issue/problem e.g: it’s very
slippery at their work place
■ Stabil is presented as the solution
■ Information that backs-up the solution e.g: non-slip rubber sole
● PR Strategy
○ Photo Albums:
Materials
■ Audience Specific: Highlighting Stabil’s features as benefits for
each audience group.
Materials
■ Each picture must link to the store
○ Video Cover
■ Use / adapt promotional launch video
Alejandro Torres

■ Change the video for different type of audiences based on “Day
of…”, “International Day of..” calendar.
●
■
○ Instant Experience:
■ for each audience, it’s a new feature that allows us to group
posts of our choosing, which we can later use as ads targeting
each audience.
■ Stories: as a teaser or “intro” for each audience
● Pinterest:
● PR Strategy
○ Stabil board: This board will collect sub-boards and will serve like a
hub for all different types of contents and posts we share - even if it’s
already published in other boards.
○ Infographics: only on pinterest. This content will be specific for each
audience and will highlight the health issues not wearing the correct
footwear for their job can cause, and how Stabil can prevent it.
● PR Strategy
PONTE EN MIS ZAPATOS (SOCIAL POSTS)
Never forget that social media is to be social. These posts are meant to either show off
Stabil - without promoting or selling them - or participate in social media trends that are
happening at the time or just to generate engagement.
● TikTok:
● Influencer and PR Strategy
TikTok is the social media platform where is necessary to be social.
● Reach micro-influencers: or full-on influencers to encourage them to create videos
changing from regular clothes and/or footwear to their jobs clothes or uniform
● Must use our footwear
● Use the correct hashtag for videos
Alejandro Torres

● #clothesswap
● #clotheschanges etc and our own hashtag
#PonteEnMisZapatos.
○
■ Examples:
● Health Professional
● Casual girl
● Girl kicking it
● Guy quick change
● Couple swapping clothes
■ Other than influencers we should encourage employees at
Stabil’s + founders and associates to record a similar video
that we can use on Stabil’s channel, promotions, and other
platforms and that they can share on their social media
accounts if they want to.
○ Shoes swapping: put yourself in someone else's shoes - literally!. You
think someone else’s job or life is easy, we dare you to spend a day on
their shoes
■ This is a light-hearted funny, type video.
○ Facebook and Instagram
○ Editorial / Catalogue images: publish these images without any
additional texts or graphics so the beauty of the shoes can be on
display.
Materials
○ Health Tips: share advice from healthcare professionals, workers'
rights, experts on employee safety and well-being.
○ Quotes: Share quotes by celebrities, politicians, or even grandma in
regards to shoes.
○ #PonteEnMisZapatos:
■ Customers: share our customers’ stories and day-to-day from
their profession.
Alejandro Torres

■ Influencers: share their stories with Stabil.
■ Posts can and should be posted in a myriad of formats, from
videos, to photo albums, gallery posts, single-image posts, etc
Materials
●
● This later can be used as promoted
posts
■ Posture@work: publish posts based on User Generated
Content (UGC) of them wearing Stabil at work.
● This later can be used as promoted
posts
Materials
■ Social Changing Videos: show the best UGC from TikTok
■ Shoes swapping: put yourself in someone else's shoes -
literally!. You think someone else’s job or life is easy, we dare
you to spend a day on their shoes
● YouTube:
○ Shoes swapping: put yourself in someone else's shoes - literally!. You
think someone else’s job or life is easy, we dare you to spend a day on
their shoes
○ How to videos including:
■ health tips in video format a lá “underground style”
■ guide to reducing work hazards.
■ footwear care and maintenance
■ styling guide
■ seasonal tips:
● don’t wear them in the snow
● or how to care for them after a winter storm
● how to use or care for the shoes on different seasons,
environments or terrains.
Alejandro Torres

○ Interviews:
■ with clients: sharing their stories
■ health care professionals on work safety
■ HR professionals/lawyers
○ A day in the life of:
■ Customers
■ Influencers
○ Influencer and PR Strategy
○ Stabil reacts to: a series of videos on where someone from Stabil or a
spokesperson watches pop-culture videos, trends, movies, tv shows,
and comments on its accuracy.
■ Example: Real Lawyer Reacts to Legally Blonde | LegalEagle
● Twitter:
As a platform, unless we are hunting for trolls, get ourselves in trouble, or talk about politics
or political correctness, Twitter is a dangerous platform - yet it has a few benefits.
○ Reuse and Recycle: content from other social channels.
○ Active Listening: use tools like Hootsuite to listen to the Twitterverse
to find accounts complaining about their shoes, comfort at work, or
similar sentiments. Then we engage them introducing them to Stabil.
○ Engage: Interact with other brands and influencers.
Photos for use on Web & in Printed Materials
The more varied styles, the better. Simple reason: checking what works, for who, and where.
Competitors use mainly product images with white backgrounds. It works - to a point:
● it’s clean
● customers can better appreciate the product
● easy to edit/cut out for different uses
However, I would suggest trying different styles:
● 360º images: Allows customers to click and manipulate the image to view the
product from all angles.
● Color and/or patterns background: Stabil has a beautiful design and style using
work-appropriate colors. Since this footwear is worn at our place of employment, the
shoe can’t feature bright colors, wild patterns, or crazy textures, but its background
can!
Alejandro Torres

Why use colors? Photos on a white background blend seamlessly on a website,
catalog, or social media platform. It does it so well that it can be easily missed or
skipped. Be visually loud with bright single-color backgrounds or patterns.
● #RepresentationMatters: Make it easier for everyone to see themselves wearing
Stabil at work. By featuring images of models wearing them at their workplace
(needless to say we should include many settings/industries).
○ Want to go really crazy? Develop or find a widget where users can upload their
pictures in uniform to see how they would look wearing the shoes.
■ Cheaper way: send us your picture and we’ll add the shoes.
○ Even crazier? Using Augmented Reality (AR) our visitors can use their phone
screen to look down and see themselves wearing Stabil.
○ Shoes only with workplace background: no models, only the shoe in a
different professional setting. This can be done easily by changing
backgrounds in Photoshop.
● Workers in uniform:
○ holding their shoes: with pained, uncomfortable and angry looks
○ holding Stabil shoes: with happy, content and relaxed looks
Influencer and PR Strategy
Though measuring their results is difficult, popular influencers usually charge a high fee for
promoting products on their social media.
Micro-influencers - though they are more niche - have better engagement and are more
likely to collaborate with brands for cheap or free.
SANE IDEA
After selecting micro-influencers for our different audiences, contact them and praise them
on their content, expertise, and how we would like to request feedback on a new product that
has yet to launch. They could visit Suecos to collect their shoes or share their address to
receive them.
The “care package” should contain:
● Stabil shoes
● Catalogue
● Sales sheet
● Thank you note
Alejandro Torres

To secure collaboration between influencers and Suecos, the note should include:
● “Like them” contact us for a gift card or discount for your next pair or to give one as a
gift
● “Share the love with your followers” get an extra pair of shoes for free to gift one of
them.
● If they haven’t provided feedback or asked to collaborate before contacting
us, now it’s a good time to secure it.
● Feedback form / URL / QR code
(in)SANE IDEA: DOWN THE CATWALK
Stabil Fashion Show. Yes! Collaborating with a fashion design school collaborate with their
students to design clothes that can improve workers' performance and serve as personnel
protective equipment at their workplace. We can use micro-influencers to model them at a
fashion show (make sure to include nurses and other healthcare professionals). Hairstylists
and make-up artists can collaborate doing hair and make-up, etc.
● Collaborating with a school for this allows fashion students to showcase their work.
● Easier to request micro-influencers to collaborate for cheap or free
● Giving back to nurses and other healthcare professionals is good media bait.
○ So is collaborating with students and other micro-influencers.
PR STRATEGY
Unless there’s an event, the launch of a new footwear line might not necessarily be a strong
enough hook or interesting enough for many journalists or online media. However, trends
are; so is social responsibility activities or news.
Contact journalists from those working in trade publications or general mass media, and
even niche publications.
We should also look for awards, trade fairs, expos, and other opportunities to showcase
Stabil or have a new talking point (winning best work footwear award etc).
● Shoes swapping
● #PonteEnMisZapatos (Influencers & Customer Stories)
● Infographics
Alejandro Torres

● Seasonal How-to-Videos and more
In-House Photo Studio
Since there's an interest in setting up an in-house studio, I would suggest going all the way
to include both photographic and video recording equipment.
Most of the content mentioned in this work could be created in our studio, especially for
social media, sales, and promotional material.
The work that can be done in-house is not going to be displayed on a large billboard in the
middle of Times Square, nor any video that we create has to be seen on IMAX. The quality
must be there, but we don’t need to have expensive equipment to achieve this.
The equipment can either be purchased or rented. Unless it were a one-time deal, renting -
in the long run - is more expensive.
Lets not forget to include video and photo editing software.
See below for a breakdown of costs for equipment both purchased and rented. With a
previous employer, we had similar models/equipment (not all, but most). I’m assuming that
both a video camera and a photo camera are required/preferred.
However, a much cheaper option is to use a smartphone.
Device Purchase Rent (day)
Photograph
Cámara Réflex Canon
EOS 700D 399,99 € 25,00 €
Tripod 39.99€ 20€
Shorter (Product) Tripod 15,99 €
360º Camera 259,99 € 15€
Studio 159,99 € Varios 50-100€
Adobe License 69,99€ (mensual) -
Envato Elements
Suscription 14,50€ (mensual) -
Light Box 59,99€ 25€
Alejandro Torres

Video
Wireless Microphone 49,99€ 17€
Teleprompter 39,99€ 50€
Video camera 169,99€ 80€
I’m sure you’re familiar with the expression: “boys and their toys”
Well…
And by this I mean…
● Tripod for SmartPhone: 18,99€
● Product Light Box; 65,99€
● Microphone: 27,99€
● Light Ring 34,99€
● Green Chroma + Support 54,99€ (link doesn’t work)
Alejandro Torres

For 202,95€ I’ve set up my own mini studio at home. Something similar could also be done
at Suecos. Would need to include the Adobe License subscription, Envato Elements
repository for stock: video, audio, sound effects, graphics, templates, video effects, and
more, for 14,50€.
I also pay 19€ monthly for a Business subscription for Clipchamp cloud video editor.
Add instead of the 360º camera one rotating plate for 19,49€ . Roughly with an initial
investment of 300-350€ for equipment and licenses the studio can be all up and running.
Alejandro Torres

Suecos: Content Lead | Assignment by Alejandro Torres

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