Global footwear giant, Skechers, has been a partner of ours since 2009. We’re so proud of this long relationship. The key to our mutual success is constantly analysing and adapting our strategies to meet evolving market trends and desires.
2018 was very much about increasing fashion industry cred for the brand. In line with the release of its latest street style collections, Skechers tasked us with supporting this via a PR campaign incorporating media relations, event publicity and targeted social media influencer relations. With the aim of engaging not only media and influencers, but in-turn consumers, we crafted our PR efforts to really get people talking.
We steered away from a one-size-fits-all (pardon the pun!) take on Skechers’ PR campaigns, tailoring the strategy for each shoe collection. We pulled together rocking guest lists for two media and influencer events celebrating Skechers D’Lites and Skecher Street and we carefully targeted paid collaborations with influencers for a range of other styles. This was all layered with traditional media outreach and editorial pitching. The coverage from the two parties alone reached a combined audience of over 4.7 million, and achieved a PR value of over $482,000. Coverage was achieved across social media and blogs, and print and online publications.
In addition, Skechers secured relationships and coverage with social media influencers such as Aisha Jade, Mel Tan, Brittney Lee Saunders, Tayla Damir, Jessi Webb, Chloe Szep, Andi Csinger, Em Davies, Emily Gurr, Jessica Roche, Michelle Papa, Tegan Phillipa, Fredrika Akander, Kristen Anderton, Tully Lou and more. Each influencer was targeted with a specific shoe style in mind, and as a result Skechers saw diverse coverage across socials, providing them content to be shared and assisting them to boost awareness of their collections and establish further credibility amongst style influencers.