Deichmann - Europe's largest shoe retailer
Deichmann SE was founded in 1913 and has developed into one of the leading shoe retailers in Europe. With over 184 million pairs of shoes sold in 2023 and a strong market position, Deichmann offers companies and consumers high-quality shoes at attractive prices.
Date of foundation
1913
Turnover
In the 2022 financial year, turnover amounted to approx. 8.1 billion euros(Handelsblatt)
Employees
Over 49,000 employees (as of December 31, 2023)(Handelsblatt).
Number of stores
Over 4,000 stores in Europe.
Sector
- Retail (shoe retail)
Products and services
- Women's, men's and children's shoes
- Sports and leisure shoes
- Shoe accessories
- Brand collaborations
Active countries
- Germany, Austria
- Germany
- Switzerland
- Poland
- Czech Republic
- France
- Belgium
- The Netherlands
- United Kingdom
- Italy
- USA
Target groups
- Price-conscious consumers
- Families
- Teenagers and young adults
- Athletes
With its wide range and strong brand partnerships, Deichmann not only offers shoes for every occasion, but also solutions for companies looking for reliable suppliers.
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International campaign with Halle Berry for shoe manufacturer and retailer Deichmann
Reference Deichmann with Halle Berry ✓ContentProduction ✓EditorialPlacement -
ALPHA POOL accompanied the cooperation of the shoe giant Deichmann with Oscar winner Halle Berry. The highlight of the marketing measures was the visit to the Berlin flagship store, where the Hollywood beauty personally stood at the cash register and advertised her collection.
ALPHA POOL implemented this campaign and produced behind-the-scenes material both as photos and moving images. Together with the detailed and sympathetic interview with Halle Berry, this was then used for the wide-reaching PR work.
CONTENT PRODUCTION
✓S upport and production of editorial moving image and photo content.✓Conception and realization of an exclusive, media-relevant interview with the protagonist✓Production and editorial preparation of the content
COMMUNICATION & PLACEMENT
✓ 408Publications✓ Editorial placement nationwide✓ in TV, print and online✓ ReportedTotal reach: over 470 million contacts
→ Learn more
International Launch "Rita Ora for DEICHMANN"
Reference Deichmann with Rita Ora ✓ VIP acquisition ✓ VIP guest list ✓ Influencer acquisition ✓ Fashionlaunch event conception & production ✓ Live music performance ✓ Content production ✓ Editorial placement <-
ALPHA POOL conceived a one-of-a-kind launch event in summer 2019 for Europe's largest shoe retailer Deichmann. The occasion was the new "Rita Ora for DEICHMANN" collection. The event celebrated the new collection and the #Radiate campaign with the European Deichmann stores. It generated centralized content for media coverage in all countries where the campaign ran.
In addition to the conception of the event, ALPHA POOL took over the international event management, VIP booking, content production and guaranteed media placement.
VIP-BOOKING
✓ KPI Identification, Acquisition & Booking✓ Acquisition of micro, macro and celebrity influencers✓ in total 30 influencers from 19 European markets as event guests✓ among them Silo Sahin, Cheyenne Ochsenknecht and Susan Sideropoulos
EVENT PRODUCTION
✓ Conception & Implementation of the international event with focus on influencers and output✓ Conception & implementation of an extraordinary fashion installation to perfectly stage the collection in the look&feel of the campaign✓ incl. Live acoustic performance by Rita Ora
CONTENT PRODUCTION
✓ Support and market-specific production of editorial moving image and photo content with numerous production teams✓ Conceptualization and execution of exclusive, media-relevant interviews with Rita Ora and VIP guests✓ Market-specific conversion and editorial preparation of the content
COMMUNICATION & Placement
✓ Cross-country editorial placement✓ about 200 publications✓ On TV, print, online and social media✓ reported Total reach: over 300 million contacts✓ in 19 European markets
→ Learn more
Shooting TV spot & cinema premiere for Sylvie Meis overknees collection
Reference Deichmann with Sylvie Meis ✓ Spot production ✓ Premiere-Event production ✓ Content Production ✓ Editorial Placement -
For their new overknees collection, shoe giant DEICHMANN got model and presenter Sylvie Meis on board. The launch of the luxurious footwear was to be promoted with a large impact across all channels.
ALPHA POOL conceived and produced a TV commercial which aesthetically staged the collection, and generated exclusive behind-the-scenes material at the campaign shoot. The launch of the collection and the start of the TV spot were celebrated with a premiere event in a Hamburg cinema, which generated a huge media response.
EVENT PRODUCTION
✓ Conception & realization of a launch event in form of a cinema premiere with Sylvie Meis✓ In the form of a cinema screening with selected press representatives in Hamburg
CONTENTPRODUCTION
✓ Conception & Production of a TV commercial incl. Social media cutdowns✓ Accompaniment of the campaign shooting and production of exclusive behind-the-scenes material✓ Accompaniment of the theatrical premiere and production of editorial moving image and photo content✓ Conception and realization of exclusive, media-relevant interviews with the protagonist✓ Preparation and editorial preparation of the content
COMMUNICATION & PLACEMENT
✓ Editorial placement nationwide✓ 198 publications✓ in TV, print, online and social media✓ reported total reach: over 358 million contacts
→ Learn more
PR seeding for the "Deichmann moves" initiative
TV and online placement I VIP acquisition I Content Production I ✓ 47 Publ. I ✓ 340+ million total reach
Launched in 2024, the "DEICHMANN bewegt: Deutschlands fitteste Grundschule" initiative promotes the health and fitness of primary school children in Germany. Over 140 schools with more than 20,000 pupils collected over 200,000 sports units from January to May. The program includes exercises in agility, coordination, stretching, strength, endurance and community to awaken the joy of movement and bring about long-term positive lifestyle changes. Rohr Primary School from Lower Bavaria won first place and was awarded the prize at an event with patron Magdalena Brzeska, who emphasized the importance of exercise in everyday life.
ALPHA POOL was responsible for VIP acquisition, the production of editorial footage and the subsequent high-reach placement on TV and online.
VIP acquisition
✓ KPI determination, acquisition & booking
Content production
✓ Support and production of editorial moving image and photo content
✓ Conception and implementation of an exclusive, media-relevant interview with the protagonists
✓ Packaging and editorial preparation of the content
Communication & placement
✓ Editorial placement throughout Germany
✓ 47 publications on TV and online
✓ Reported total reach: 340+ million contacts
→ Learn more
VIP event for the launch of the Barbie X DEICHMANN collection
TV, online & print placement incl. VIP acquisition, event & content production | ✓ 94 publ. ✓ 160+ million total reach
In summer 2023, no one could really escape it: the Barbiecore trend. Europe's largest shoe retailer DEICHMANN also launched a collection with the cult doll. And to perfectly stage this collaboration, we created an event that not only offered countless instagrammable moments for the invited influencers and VIPs on site, but also generated phenomenal branded content that was used both for the DEICHMANN channels and for our subsequent media placement. The core element of the event was a fashion talk with the VIP guests, in which important core messages such as female empowerment, diversity and self-determination were addressed.
ALPHA POOL was responsible for the conception and implementation of the launch event including the fashion talk, VIP acquisition, the production of editorial footage and the subsequent high-reach media placement.
Event production
✓ Conception and realization of the event incl. fashion talk round with many celebrities
VIP acquisition
✓ KPI determination, acquisition & booking of all VIP guests
Content production
✓ Support and production of editorial moving image and photo content
✓ Conception and implementation of an exclusive, media-relevant interview with the protagonists
✓ Packaging and editorial preparation of the content
Communication & placement
✓ Editorial placement throughout Germany
✓ 94 publications in TV, print, online & social media
✓ Reported total reach: 160+ million contacts
→ Learn more
Pamela Reif Collection Launch
Reference Deichmann with Pamela Reif ✓ Social media spot production ✓ Content production ✓ Editorial placement -
The well-known fitness influencer Pamela Reif put together her own party collection for DEICHMANN, which was to be supported by measures in PR and social media.
ALPHA POOL produced exclusive behind-the-scenes material for the campaign shoot as well as teaser spots, implemented a media cooperation in the print sector and ensured great success with numerous placements.
CONTENT PRODUCTION
✓ Conception & Production of social media spots✓ accompaniment of campaign shooting and production of exclusive behind-the-scenes material✓ Accompaniment of the PR event and production of editorial moving image and photo content✓ Conception and execution of exclusive, media-relevant interviews with the protagonist✓ Preparation and editorial preparation of the content
COMMUNICATION & PLACEMENT
✓ Editorial placement nationwide✓ implementation of a media cooperation✓ 156 publications✓ in TV, print, online and social media✓ reported total reach: over 336 million contacts
→ Learn more
Styling Brunch for the Sylvie Meis Party Collection Launch
Reference Deichmann with Sylvie Meis ✓ launch event conception & production ✓ content production ✓ editorial placement -
The launch of the new "Sylvie Meis Party Collection" of the shoe giant DEICHMANN was to be accompanied by a large media impact.
ALPHA POOL organized a styling brunch with campaign face Sylvie Meis and took over everything from the conception to the implementation and content production to the high-reach placement in the media.
EVENT PRODUCTION
✓ Conception & Realization of a launch event in form of a styling brunch with Sylvie Meis in Hamburg✓ Presentation of the collection as a small fashion show with styling tips from Sylvie Meis
CONTENT PRODUCTION
✓ Accompaniment and production of editorial moving image and photo content✓ Conceptualizing and conducting an exclusive, media-relevant interview with the protagonist✓ Converting and editing content
COMMUNICATION & PLACEMENT
✓ Editorial placement nationwide✓ 205 publications✓ in TV, print, online and social media✓ reported total reach: over 309 million contacts
→ Learn more
International Launch Event: "Ellie Goulding Collection"
Reference Deichmann with Ellie Goulding ✓ VIP acquisition ✓ VIP guest list ✓ Fashion event conception & production ✓ Live performance ✓ Content Production ✓ Teaser Spots ✓ Editorial Placement -
For the European launch of the "Ellie Goulding for Deichmann" collection, ALPHA POOL conceived an international event in London to which a select circle of journalists, bloggers and celebrities from 13 European Deichmann stores were invited. They were treated to a spectacular fashion show and a no less breathtaking live acoustic performance by Ellie Goulding herself.
In addition to the conception of the event, ALPHA POOL took over the complete event management including the staging of the fashion show, the international guest management and VIP booking, the content production and the Europe-wide guaranteed placement in the media of the individual markets.
VIP BOOKING
✓ Establishment and acquisition of national VIPs and influencers from each market
EVENT PRODUCTION
✓ Conception & Execution of the international launch event in London✓ VIPs and guests from 13 European Deichmann stores✓ Conception & implementation of an extraordinary fashion show to perfectly stage the collection in the look&feel of the campaign✓ Including live acoustic performance by Ellie Goulding
CONTENT PRODUCTION
✓ Support and market-specific production of editorial moving image and photo content with numerous production teams✓ Conceptualization and execution of exclusive, media-relevant interviews with Ellie Goulding and VIP guests✓ Production of social media spots announcing the collection✓ Market-specific preparation and editorial preparation of the content
COMMUNICATION & PLACEMENT
✓ Placement concept for 13 countries✓ Online teaser spots for DEICHMANN, Dosenbach and vanHaren✓ 617 Publications✓ in TV, print, online and social media✓ in 13 European markets✓ reported total reach: over 811 million contacts
→ Learn more
Launch of the Sophia Thomalla Collection
Reference Deichmann with Sophia Thomalla ✓ Social media spot production ✓ Event production ✓ Content production ✓ Editorial placement <-
In 2016, DEICHMANN launched a shoe collection with Sophia Thomalla, which was to get additional awareness via measures in the classic media and on social media.
For this, ALPHA POOL produced exclusive behind-the-scenes material as well as teaser spots at the campaign shoot and initiated a sensational PR appointment at the DEICHMANN flagship store in Berlin.
EVENT PRODUCTION
✓ Conception & Execution of a launch event with Sophia Thomalla in the look&feel of the campaign✓ At the Berlin flagship store with selected press
CONTENT-PRODUCTION
✓ Conception & Production of social media spots✓ Accompaniment of campaign shooting and production of exclusive behind-the-scenes material✓ Accompaniment of the PR appointment and production of editorial moving image and photo content✓ Conception and execution of exclusive, media-relevant interviews with the protagonist✓ Preparation and editorial preparation of the content
COMMUNICATION & PLACEMENT
✓ Editorial placement nationwide✓ 181 Publications✓ in TV, print, online and social media✓ Reported total reach: over 291 million contacts
→ Learn more
Making-of: Athlashion campaign shooting
Reference Deichmann with Eva Padberg ✓ Content production ✓ Editorial placement <-
In 2017, top model Eva Padberg was in front of the camera for Deichmann's "Athlashion" campaign. For the launch, the campaign was to also be pushed via PR measures with a wide reach.
For this, ALPHA POOL produced exclusive behind-the-scenes material during the shoot and ensured a major media impact at the campaign launch.
CONTENT PRODUCTION
✓ Accompaniment and production of editorial behind-the-scenes moving image and photo content✓ Conceptualizing and conducting an exclusive, media-relevant interview with the protagonist✓ converting and editing content
COMMUNICATION & PLACEMENT
✓ Editorial placement nationwide✓ 105 publications✓ in TV, print and online✓ reported Total reach: over 145 million contacts
→ Learn more
Shoe Step Award
Reference Deichmann with Alessandra Meyer-Wölden ✓ VIP acquisition ✓ Content production ✓ Editorial placement -
Europe's largest shoe retailer DEICHMANN once again invited to the Shoe Step Awards ceremony in Curio Haus in Hamburg. During the exclusive gala event, DEICHMANN honored fashion editors and bloggers in seven categories who have made shoes the focus of their contributions in the past year and staged it in a particularly inspiring way. In addition to numerous editors, journalists and press representatives, many celebrity shoe fans also lent the event glitz & glamour.
ALPHA POOL provided support in the acquisition of the star guests and ensured a targeted and far-reaching media impact with the production and distribution of editorial content.
VIP BOOKING
✓ KPI Identification, Acquisition & Booking
CONTENT PRODUCTION
✓ Support and production of editorial moving image and photo content✓ Conceptualizing and conducting an exclusive, media-relevant interview with the protagonist✓ Converting and editing content
COMMUNICATION & PLACEMENT
✓ Editorial placement nationwide✓ 104 publications✓ On TV, online and social media✓ Reported Total reach: over 390 million contacts
→ Learn more
Influencer Style Talk: "Style Explosion"
Reference Deichmann with Cheyenne Ochsenknecht ✓ VIP acquisition ✓ influencer acquisition ✓ launch event conception & production ✓ Content production ✓ Editorial placement -
To support the new Deichmann fall collection "Style Explosion" through authentic and wide-reaching PR measures, a style talk with influential fashion and lifestyle influencers was initiated in Berlin. Fashionistas such as Cheyenne Ochsenknecht and Clea-Lacy Juhn revealed which shoe was it this season.
ALPHA POOL took over all services from the conception and implementation, the VIP acquisition and content production up to the high-reach placement in the media.
VIP-AKQUISE
✓ KPI elicitation, acquisition & booking of VIPs and influencers
EVENT PRODUCTION
✓ Conception and realization of the launch action as a talk event with influencers✓ incl. Presentation of the collection highlights
CONTENT PRODUCTION
✓ Accompanying and producing editorial moving image and photo content✓ Conceptualizing and conducting an exclusive, media-relevant interview with the protagonist✓ Conceptualization and editorial preparation of the content
COMMUNICATION & PLACEMENT
✓ Editorial placement nationwide✓ 131 publications✓ in TV and online✓ reported Total reach: over 362 million contacts
→ Learn more
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