San Diego-based public relations agency

Case Study: Vivobarefoot

Establishing a Brand Footprint on U.S. Soil

Overview

Vivobarefoot is a U.K.-based minimalist footwear brand led by Galahad Clark of the Clark shoe dynasty. The company’s mission is to create shoes simulating a “barefoot” feeling while also providing necessary support for comfort and using sustainable materials for design. Vivobarefoot tapped Crowe PR in 2016 to build brand awareness in the U.S. market and overcome the initial negative perception around minimalist footwear. Through a strong, multi-layered campaign, Crowe PR established Vivobarefoot as a leading minimalist footwear brand ahead of its extensive launch of sustainability footwear in 2018. ​

Services

  • Media Relations
  • Influencer Marketing
  • Integrated & Experiential Marketing
  • Reputation Management
  • Expert Positioning

Challenge

Vivobarefoot lacked brand awareness in the U.S. market and the barefoot category was declining when the company retained Crowe PR. And with sustainability becoming a growing trend within the footwear industry, Vivobarefoot faced a competitive market with little recognition. The company was set to launch its line of sustainable shoes and debut its “Shoepiracy” online documentary and needed national and regional media coverage to help position them as a leader in the sustainability space. ​

Approach

Crowe PR developed a comprehensive, integrated public relations and marketing campaign to drive national brand awareness and credibility for Vivobarefoot. In addition to distributing press releases and creative pitches, the team created and facilitated a consumer sustainability survey, which was used in marketing collateral and with reporters. Crowe PR planned and executed media desk sides, securing interviews with top-tier New York-based reporters and Galahad Clark. To bridge the gap between media and consumers, we connected with new and current customers through influencer collaborations, experiential event activations, branded media collaborations and affiliate and co-branded partnerships. Crowe PR leveraged the brand’s website, social media platforms and “Shoespiracy” microsite to position Vivobarefoot as a sustainability-rooted leader in barefoot footwear and as an advocate for foot health.

Crowe also created a unique on-site activation in Los Angeles, one of Vivobarefoot’s top markets, hosting 30+ health, wellness, yoga and sustainability influencers on a hike at Griffith Park while wearing their Primus Lite II Bio shoe.

Results

Through a successful integrated marketing and PR campaign, Vivobarefoot is now a recognized brand in the U.S. market, regularly acknowledged as a leader in the barefoot space and discussed alongside global footwear brands such as Adidas and AllBirds. By leveraging media and influencer partnerships to promote the shoe line and documentary, Crowe PR generated further education around the benefits of barefoot footwear as it applies to sustainability. ​

Crowe PR secured placements for Vivobarefoot in top national outlets including SHAPE, Sunset, Entrepreneur, Yoga Journal and Scientific American, and orchestrated major media partnerships with Yoga Journal, The Inertia and Outbound Collective. The team also managed key affiliate relationships with Business Insider and Move U, generating over $250,000 in sales for the brand.

Crowe PR helped turn a negative perception of barefoot footwear into a high-demand category. Vivobarefoot’s U.S. sales doubled within two years of working together and America became the fastest growing market for the global brand.

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Growth in US Sales Year Over Year

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Social Follower Growth

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Impressions

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Pieces of Media Coverage

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Articles Highlighting Brand’s Sustainability Efforts