Challenge:
When Reviva Technology retained Atmosphere, seven months after the Fitflop brand had launched in South Africa, their average monthly sales had halved, following an initial burst when the shoes hit stores. As a new brand owned by a start-up company, there was little budget available to embark on costly brand activations or an above-the-line campaign but it was evident that consumer awareness needed to be increased to strengthen the brand’s positioning in the local market, with a resultant impact on sales.

Solution:
Atmosphere developed a strategic public relations campaign focused on targeted media relations. Our strategy incorporated the following tactics:

• Compile on-message marketing material to communicate core messages;
• A strong focus on the link to international celebrities and functional fashion trends;
• To set up one-on-one meetings with key media enabling us to focus on specific angles of interest.

Results:
Atmosphere was able to increase awareness and educate consumers on the Fitflop shoe through a targeted media relations campaign, resulting in 250% growth in average monthly sales. Over a seven month period, Atmosphere secured 46 pieces of positive coverage for the Fitflop shoe, and the brand’s average monthly sales have more than tripled. With no other marketing or advertising tools utilised, these positive business results are directly linked to Atmosphere’s activities.