Deichmann Shoes UK launched their Star Collection with singer-songwriter Ellie Goulding fronting the campaign. The campaign was essentially Content-Led Strategy, using the high value assets ambassador owned by the Group and distributing these through the relevant channels with the right messaging to reach the target audience for Deichmann Shoes UK.

The first phase of the project entailed producing the commercial assets to launch the range on the Deichmann UK website. This included writing optimised product descriptions for each of the 22 products as well as the content for a landing page and a blog for the Trendblog section of the website.

We also took advantage of the high search volumes for ‘gold trainers’ and ‘rose gold shoes’ at the time to drive traffic to the trendy range of shoes. On social media platforms, several “influencers” were identified and approached. Influencer activities included “unboxing” videos as well as product sample reviews.  Influencers were provided with hashtags, tone of voice guidance and links to relevant URLs.  Influencers then recorded their own video.