The campaign should reach sneakerheads and creators especially in and around Berlin. Only a few channels with a handful of content was planned to keep the content exclusive. It was all about: less is more. Social media platforms like Facebook, Instagram, Twitter were chosen to reach the target group. Newsletters were sent to selected and dedicated blogs to force an additional hype. The creativity of the recipients was set free as they came up with their own material and insights instead of simply repeating what the brand’s PR team posted.

PR prepared the content for the social media channels Facebook, Instagram and Twitter. In addition, newsletters were sent to blogs and press releases were issued. Timing was of the essence: First content was published one week before the product launch and sale in Berlin. Daily content was published to create and push the hype.

Media Outputs: Only a few posts (25 on social media, a press release and some newsletters) triggered more than 1,300 contents within 8 days. Many people camped up to 3 days in front of the two stores to get a pair of the shoes. The edition was limited (500 pairs) - the demand was high and many people could not get one.

Target Audience Outcomes: In total, more than 125 million views / clicks throughout several channels were reached (value around 15 million €). Awareness raised.