Introducing the first collection of Twisted X® children’s footwear designed by artists at Cook Children’s Medical Center …
with 100% of proceeds benefitting Cook Children’s patients and families.
Our objective was to share each child’s story and raise awareness for Cook Children’s Medical Center and their child life program.
A program designed to holistically enrich the medical experience for children and their families.
Our Design Team
“This collection tells a story. That we want kids to be able to be expressive and we want to share their joy of art with people all over the country.”
– Jill Koss
Director of Family Support Services
IN-STORE MESSAGING
Point of purchase materials including hang tags, box inserts, shelf talkers, and easel backs, educated consumers about the Cook Children’s designer behind each style and QR codes linked directly to that child’s video story on Cook Children’s fundraising site.
LAUNCH EVENT
On January 26, 2023, Twisted X® took over the Cook Children’s Medical Center television network and atrium for a cowboy themed launch that included stations for patients to test out their best cowboy skills.
The four designers were available for meet and greets, interviews, and autograph signings to share in the celebration of their first product launch.
COVERAGE
WEB COVERAGE:
We have been covered in 341 websites that posted the news. The release reached a potential total audience of 150.1M+. Some notable pickups based on impressions include MarketWatch (23.5M+ impressions) and Seeking Alpha (6.4M+ impressions).
TV AND RADIO COVERAGE:
KDFW-TV, the FOX affiliate station in DFW via broadcast for a total viewership of 209.4K+
KTVT-TV, the CBS affiliate station in DFW via broadcast for a total viewership of 33.7K+
Total Viewership for NBC Affiliates on 3 broadcast features on NBC for a total viewership of 165.4K+
PRINT & ONLINE:
The release was posted online via Cook Children’s Checkup Newsroom. Direct media outreach around the releasehas resulted in 7 placements of print and online for an additional viewership of 40M+ including Yahoo!, Fort Worth Report. Dallas Innovates, Footwear News, and Footwear Plus.
Social
Each child’s story will be shared on the Twisted X social platforms and available for use by our retailers generating interest and storytelling for the collection.
