Shauna B. purchased Brand X running shoes: "I had to go to the shoe store with my daughter to buy some back-to-school shoes, and I knew that I needed some sneakers to replace my old ones. I was aware that I had seen advertising for brands X and Z, and of those two whose advertising I'd seen, only brand X was running a sale that day. So, I purchased brand X, and I've really come to like them."

Hierarchy of Effects type likely used by Shauna B

You are responsible for Brand Y. If you were focused on winning over Shauna B. to your brand, what general marketing strategy might you employ? Why?