Public Relations Retrospective

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

16+ Celebrity Sightings!

(online, print and social)

impressions
Multidimensional Brand Authority!
Fashion
Lifestyle
Health & Wellness
Outdoor & Running

2!

3 AWARDS!

! 2012 PR Daily Media Relations Award

Honorable Mention: Birkenstock
Renaissance #
2011 PR News Platinum PR Award:
Birkenstock Renaissance#
2011 PROMO PRO Award Honorable
Mention: Birkenstock Renaissance #

Key campaign victories

DECEMBER 2010

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.

Consumer Brand Impressions

2013

2012

86.4

2011

568.4 million media

impressions since 2009
(online, print and social)

73.8

2010

133.2

2009
MILLIONS: 0

157

118
50

100

A New York Times feature hit created

a spike in coverage and impressions

Editorial interest sparked by the brand

reintroduction augmented impressions

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

2012 saw an increase in coverage

across all media focus areas, as
the brand grew its sales team,
relocated headquarters and
continued to excite fashion editors
online and in print

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

Coverage Strength Meter

1%

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

2009 Media Highlights

JUNE

APRIL
14

SEPTEMBER

JULY

AUGUST

2010 Media Highlights

FEBRUARY

MAY

DECEMBER

JUNE

NOVEMBER

MAY
15

JUNE

AUGUST

2011 Media Highlights

MAY
AUGUST

16

JUNE

SEPTEMBER

NOVEMBER

2012 Media Highlights

MAY

SEPTEMBER

AUGUST

JUNE

17

MARCH

MARCH

AUGUST/SEPTEMBER

2013 Media Highlights

MARCH

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