Professional Documents
Culture Documents
2009-2013
Table of Contents
Overview
Campaign snapshot
Key campaign victories
Consumer brand impressions (year-over-year)
Media hits (year-over-year)
Coverage strength meter (year-over-year)
Media highlights: 2009 - 2013
Celebrity sightings
OVERVIEW
Grow joined the Birkenstock team in 2009. Heres a retrospective of
what weve accomplished since then.
Publicity Overview
In 2009, Grow joined the team to
reintroduce the Birkenstock brand, taking
it from hippie chic to truly en vogue
Since the launch of our repositioning
efforts, Birkenstock has sustained double
digit sales growth and entered into key
U.S. retailers
With maintained publicity momentum over
the past five years, today, we are telling a
well-rounded, multidimensional brand
story with authority across our four target
markets
4
Campaign Snapshot
357#
media hits
impressions
Multidimensional Brand Authority!
Fashion
Lifestyle
Health & Wellness
Outdoor & Running
2!
3 AWARDS!
SEPTEMBER 2012
JULY 2013
MAY 2013
AUGUST
2009
6
JUNE
2010
NOVEMBER
2011
IMPRESSIONS
Since 2009, weve successfully blanketed the media landscape by
reintroducing the brand to millions of consumers from all walks of life.
2012
86.4
2011
73.8
2010
133.2
2009
MILLIONS:
0
157
118
50
100
150
200
250
MEDIA HITS
Weve secured hundreds of hits which have amplified qualified thirdparty endorsement, elevated the brands cachet, piqued retailer
interest and helped drive sales growth.
Media Hits
357 media hits since 2009
(online, print and social)
Editorial interest sparked by
the brand reintroduction
drove high volume of hits
100
80
60
40
70
60
61
2010
2011
84
82
2012
2013
20
0
2009
BRAND
POSITIONING
Weve worked to generate publicity as a well-rounded, multidimensional brand, with a strong presence across all four of
Birkenstocks key target markets.
11
2009
12%
Fashion
Lifestyle
Health
&
Wellness
Outdoor
&
Running
15%
20%
44%
Fashion
Lifestyle
Health
&
Wellness
Outdoor
&
Running
5%
2%
10%
35%
72%
2011
2010
31%
Fashion
53%
Lifestyle
Health
&
Wellness
Outdoor
&
Running
2012
25%
31%
Fashion
17%
27%
Lifestyle
Health
&
Wellness
Outdoor
&
Running
MEDIA
HIGHLIGHTS
Over the past five years, Grow has pitched key media to feature
Birkenstock and garner target-right publicity for the brand. Here are a
few of our favorites.
13
APRIL
14
SEPTEMBER
JULY
AUGUST
MAY
DECEMBER
JUNE
NOVEMBER
MAY
15
JUNE
AUGUST
16
JUNE
SEPTEMBER
NOVEMBER
SEPTEMBER
AUGUST
JUNE
17
MARCH
MARCH
AUGUST/SEPTEMBER
MARCH
18
JUNE
JULY
MAY
AUGUST
JULY
CELEBRITY
SIGHTINGS
A-list stars have been spotted sporting their favorite pairs of
Birkenstock with increasing frequency.
19
Celebrity Sightings
Julianne Moore
Heidi Klum
Leonardo DiCaprio
20
Anne Hathaway
Usher
Brooklyn Decker
Kristen Bell
Robert Pattinson
Selma Blair
We look forward
to our continued PR
partnership to grow
the Birkenstock
brand.
21
THANK YOU
22