Stepping it up for Deichmann

R&T worked with Deichmann to launch its new range of footwear ahead of fashion season which resulted in its most successful year to date.

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The Task

Our brief from Deichmann, Europe’s largest shoe retailer was simple; increase reach through channels outside of traditional advertising, and increase awareness of the on-trend styles available in its stores and online.

The Start Point

Fashion changes fast, so we knew that whatever we did had to have the flexibility to follow fashion trends and help Deichmann constantly stay front-of-mind amongst media, influencers and consumers, all of whom are bombarded daily by new products, brands, trends, colours and styles.

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The Strategic Thinking

Every fashion season has a start point, where trends are launched, and media, influencers and consumers are at their most receptive.

We knew that if we could reach them creatively at the start of the season, and rise above the noise of other brands, we’d have a platform from which to shout throughout the rest of the season.

The Creative Moment

With the fashion sector saturated with launch events every season, we wanted to create something that was enticing, memorable and socially shareable.

So, taking our cue from the styling and design of the spring/summer collection, we focused our creativity on the theme of botanicals.

The tactics

Our botanicals launch came to life during an evening of cocktails and canapes at ‘Mr Foggs house of botanicals’ in Fitzrovia, London, a location that perfectly matched the spring/summer collection. In addition to sipping floral cocktails amongst the foliage of the venue, media and influencers took part in a perfumery workshop, creating their own personalised and branded floral scent, as they browsed the footwear and accessories on display.

The launch was followed by a programme of media experiences, deskside briefings, weekly media alerts on the latest products, proactive outreach and a ‘locked box’ teaser campaign, to introduce media and influencers to the product range, along with look-book shoots and a series of news generation campaigns that positioned Deichmann as the authority on footwear trends.

The Humble Brag

322m

campaign impressions

+1.5b

annual reach

≈1k

articles of media coverage throughout the year

The Business Impact

Client Feedback

“We’ve relied on R&T’s creativity, strategic thinking and work ethic for over 10 years, and they’ve never let us down – in fact this last year has been the most successful to date. Over the years, their campaigns have resulted in great media impacts and brand exposure, especially for our Ellie Golding and Rita Ora collections. I’d have no problem recommending R&T to other companies, as long as they’re not our competitors!”

Simon Wilson, Head of Buying & Marketing at Deichmann
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