“When it comes to building relationships with a style-conscious mom, you can’t fake it,” said Mike Kriefski, Shine Advertising co-founder. “We knew that Umi’s products would have immediate appeal given their vibrant, yet sophisticated design. For Umi’s first national print advertising campaign, we developed emotionally arresting ads inviting moms to remember the warm experiences of their own childhoods as an inspiration to enrich the lives of their children with a pair of Umi shoes. Ads ran in publications such as Child magazine and were used as direct mail, a poster campaign and in-store displays at more than 300 Umi retailers across the country.”
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