When you hear “orthopedic shoes” you probably think of ugly velcro shoes worn by old people. So how does a modern and stylish pain relieving footwear brand build awareness with a new target and keep their attention long enough to want to learn more?

The “Kuru Guru” (It’s fun to say, try it). This irreverently honest mom loves her Kurus so much, she wants to help everyone solve their foot pain by creating her own little talk show dedicated to helping people discover the relief only Kurus can provide.

Our character defined the brand voice and became the branded AI chat agent that handles texting with customers and all the internal customer service reps are now called “Kuru Gurus".