The Client

Willi Footwear are a Gold Coast company that produces everybody’s favourite summer staple shoe. But Willi doesn’t sell just any old footwear … the unique feature of Willi flip flops is the boomerang plugs for straps, which keeps them from blowing out – an annoyance that almost all Australians can relate to. The straps and bases are also interchangeable, so customers can create colour combinations to suit their personal style, and their attire.

The Challenge

In 2014, Willi was growing predominantly by word-of-mouth, and needed some help to fund a production run. Fuse Agency was tasked with announcing their crowdfunding campaign on Indiegogo, to help encourage the wider public to donate, and drive production forward.

The Result

The Fuse PR team had a blast working with Willi Footwear and sharing the unique Willi concept with the world. The Willi team smashed their target of $30,000 out of the park and went on to produce the flip flops, which are now available online at www.willi.com.au

Fuse Agency wrote the media releases and pitched the Willi stories to their contacts in business, fashion, lifestyle and technology media outlets Australia-wide and successfully secured placements in a number of publications, including:

• Australian Financial Review
• Business Review Weekly
• The Courier Mail
• Gold Coast Bulletin
• Brisbane Times
• Daily Mail
• Business Insider Australia
• Business Acumen
• Mashable
• MSN
• Gold Coast Business News
• GCMag
• Startup Smart
• Techly
• Scenestr
• Gold Coast Directory
• B-exclusive
• Bizu.tv
• Brisbane Threads
• Onya
• Buzz Crazy
• Crave Online
• Get It Magazine
• Wearable Technology Co
• Manufacturers Monthly

In spring 2015, Willi engaged Fuse Agency for a second PR campaign, this time focussing on letting the public know that the flip flops were available online and select retail outlets through traditional media channels, as well as engaging in a social influencer campaign. Home and Away actor Dan Ewing, and football players Jonathan Thurston and Gavin Cooper, have all been spotted on social media wearing Willi Footwear!