For Europe’s largest footwear retailer Deichmann, the Back to School period is a key time of year. Whilst their previous Back to School campaigns had focused on product-focused images, this time around they wanted it to include video content, and continue to utilise the power of fashion influencers and social media to raise awareness around their wide shoe offering and in turn drive sales both in-store and online. To execute this fashion influencer campaign, Deichmann briefed the footwear pr team at Brandnation, the Home of Influential Communications.
Our mission was clear, create an integrated campaign that covered all things creative, fashion influencer and social. Utilising each of these pillars to help bolster the impact of their Back to School offering.
In addition to executing a full campaign shoot including all production, our content team created a series of campaign videos and images that served to both capture the excitement of the Back to School period and provide customers with a valuable showcase of the range. Two main campaign videos were created to communicate all USP’s including promotional offers, breadth of range and brand offering (Skechers, Nike, and adidas). The first, a school children’s catwalk show that demonstrated the fun and affordability of the BTS range. The second, a more informative in-store video focused on demystifying the hustle of purchasing school shoes in quick, simple steps. Alongside these videos, a suite of photographs were taken during the filming. Once edited, this content was used across a number of Deichmann’s marketing channels and in-store POS.
With a whole range of content in hand, it was then over to our social team to deliver a detailed week on week paid and organic social strategy. The mission was to target parents/carers of different ages and interests, build their awareness of Deichmann as the go-to ‘back to school’ shoe destination brand and then convert that awareness into sales.
The KPIs were set and we more than delivered, increasing the reach of their campaign by 159% and upping their overall online sales by 65% YoY. In addition to this, our footwear pr team put together a wide-reaching influencer organic and paid activation to bolster the campaign’s reach. The VIPs were cherry-picked to resonate with the respective target demographics and each delivered strong content that featured the product in a clear and engaging way, whilst also highlighting their affordability and quality.
Deichmann came to us looking for a 360 digital campaign and that’s exactly what we delivered, with all of our teams rising to the challenge and smashing their targets. A true showcase of how our collaborative approach to communications can help a brand achieve its goals.
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