STRATEGY’S BRAND POSITIONING OF THE PALLADIUM BOOTS BRAND IN STORE AT BIRCH’S MAN
Palladium boots are designer boots made for the urban explorer - those who see the city as their arena to express themselves.
Birch's Man was entrusted by Palladium as exclusive stockists of their range in the city.
Globally Palladium boots were attracting the interest of younger customers and we needed to attract the up-and-coming gentlemen to Birch's Man.
Our retail strategy was tailored to find these young urban dreamers and instead of using celebrities to sell the product, we looked to the city's urban subculture
to unearth true influencers. We collaborated with some of Nelson Mandela Bay's most inspiring and influential young musicians, street artists and fashion bloggers
to boost the campaign's social media reach and authentically influence their individual audiences to purchase Palladium boots from Birch's Man,
without undermining their non-mainstream status.
The digital and social media campaign drew viewers into the lives of these influencers and saw the likes of Umle Sounds taking us on stage, artist Joff creating outlandish city center murals, road tripping with the Cottonfields and hitting the streets with GoodManners. The response on social media was simply astounding, with fan comments echoing precisely what the Birch's Man brand is all about - inspiring the next generation gentlemen to pursue their talents.
The result saw social engagement soaring, over 120% increase in Palladium boot sales and the future entrenchment of the brand's ongoing goal to act as partner of progress in their customer's lives.