In 2016, the conservative image of Geox, delivered to representatives from the distribution company, contradicted international positioning and required a radical change. Geox is an Italian brand that creates fashionable and technologically savvy footwear and outerwear, and this is exactly the message the brand wanted to fix in the minds of its Russian customers.
- Building Geox recognition in Russia
- Building image and changing brand perceptions
- Communicating emotional values and building an emotional connection with young audiences
- Forming steady information field in the media
- Forming interest in seasonal collections, communicating information about seasonal offers, attracting foot traffic to sales point
The Geox ecosystem in Russia presents a selection of traditional and new channels. Geox is expanding its information field, developing social representations and interacting with opinion leaders, stars and consumers through a variety of events, including music festivals, client days and press events.
Today, Geox is one of the leaders regarding the quantity and quality of references in print media among shoe brands.
January 2016 — December 2019
Total number of PR references
Press days
Geox regularly holds seasonal events in Moscow and Milan, to which it invites media representatives and opinion leaders.
Gala dinner with Geox's creative director
During his visit to Russia, Ernesto Esposito met with the editors-in-chief of fashion and lifestyle publications and held a master class on how to prepare a Neapolitan dinner. Interviews with the designer were published in many magazines.
Client days are also part of the brand's communication plan. In support of its Spring 2019 limited edition children's collection Pokémon by Geox, the brand's stores in Moscow and St. Petersburg organized festive events with entertainment and gifts for its young customers.
Since 2018, Geox has been partnering with Jazz Manor, the largest international open-air music festival, which brings together thousands of guests. In the parks of Moscow and St. Petersburg, the brand has organized chillout zones for adults and game spaces for children. The exhibition pavilion allows people to become acquainted with Geox's collection as well as purchase shoes and jackets designed specifically for outdoor recreation.
Since summer 2016, Geox has been developing its Russian language presence on Facebook and VKontakte. It uses local as well as international content. Ad campaigns on social media are aimed at young and fashionable audiences from cities with a brand presence.
All SMM data for the period July 2016 — December 2019
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