work

Birkenstock

Initiative

As public relations AOR, Grow leveraged the news that Birkenstock was offering new styles at a more affordable price point (at a time when affordability was top of mind for consumers) and expanding its color offerings to reposition the brand from “crunchy hippie” to “savvy eco-chic,” Grow surprised and delighted consumer lifestyle media and influencers via a multi-pronged outreach. We surrounded fashion savvy media, tastemakers and everyday influencers via targeted celebrity seeding, a high level parenting blogger and shopping blog review outreach and a brand re-introduction campaign targeting top-tier fashion media.

Results
  • Garnered 211 million+ media impressions through broadcast, print and online media
  • Drove record–setting product sales
  • Positive reviews from brand and key messaging re-iterated in the press