Multi-channel communication
Geox
January 2016 — december 2019 

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.

Geox was founded in Montebelluna in 1992 by the tireless experimenter and successful businessman Mario Moretti Polegato.

The company owns about 40 patented solutions which provide shoes and outerwear with breathable, waterproof, and protective qualities.

For many years, the creative director for developing women's footwear was Ernesto Esposito, previously of Louis Vuitton, Sergio Rossi, Chloe, and Marc Jacobs.

Geox has its own research and experimental laboratory in which new materials and technologies are developed. In 2018, around 15 million euro were spent on innovation.

Since 2018, Geox has been the title partner of the American team Dragon in Formula E, and creates equipment for its pilots and instructors.

Goals and Tasks 
  • Building Geox recognition in Russia
  • Building image and changing brand perseptions
  • 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
Solution

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. 

PR

Today, Geox is one of the leaders regarding the quantity and quality of references in print media among shoe brands.

January 2016 — December 2019

3797

Total number of PR references

233
Number of 1/1 page editorials
€ 5,4 M
PR Value
Dynamics of Media References
Publication Examples
Harper's Bazaar
April 2019
Esquire
June 2019
Cosmopolitan
June 2019
Elle
April 2019
Glamour
April 2019
GQ
June 2019
Grazia
April 2019
Men's Health
June 2019
Glamour
April 2019
Celebrities in Geoх

Zhanna Badoeva
Good Housekeeping, May 2019

Vincent Cassel
Elle, February 2019
Aleksandr Gudkov
Glamour, June 2019
Elena Kuletskaya
Good Housekeeping, March 2019
Keti Topuria
Cosmopolitan, May 2019
Ivan Makarevich
InStyle, February 2019
Maria Minogarova
Cosmopolitan, August 2019
Tatiana Mingalimova
Glamour, June 2019
Aleksandr Petrov
Esquire, January 2019
Media events

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 events
Pokémon by Geox

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. 

Geox at «Usadba Jazz» music festival

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.

Geox on Social Media

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 

~1000
posts
~60 000
subscribers
157
average # of reactions per post
9,67%
13,36%
average ER

 "Professionalism, pursuit of the best results, and a deep immersion in the client’s business are what distinguish Upside. We have been working with the agency for four years and trust them beyond a doubt with a wide variety of projects. Their colleagues successfully manage several areas on an ongoing basis and organize all our client and PR events. With a partner like Upside, we can easily and powerfully move forward to reach new heights!" 

Julia Dutheil,

Head of Brand Development

and Marketing Communications,

Geox Russia