Case study

PR + Media Relations | MaRketing CoMMuniCations | BRanding | soCial Media 2

Case study: eCCo

CaMPaign eXPeRtise

Retail MarketingSocial Media E-MarketingPR / Media Relations

BaCkgRound

A global leader in premium footwear, Danish shoemaker ECCO began working with Buffalo Communications in 2002. Buoyed by the overwhelming success of our initial PR and media relations program, the brand grew from a complete non-entity in golf to the world’s luxury market leader. Buffalo’s role was subsequently expanded to include PR, media relations, marketing-communications, media buying and strategic branding in nearly 40 markets worldwide.

CHallenge

ECCO USA tasked Buffalo to create a cost-effective, multi-platform marketing-communications program to generate consumer excitement for the 2009 golf shoe collection while facilitating data capture and retail sell-through.

PR + Media Relations | MaRketing CoMMuniCations | BRanding | soCial Media 3

Case study: eCCo

ouR WoRk

Retail Marketing Partnerships –• We conceived and executed a series of “ECCO World Class Golf Getaway” contests promoted at major ECCO accounts nationwide. Through our longstanding industry relationships, Buffalo brokered participation of several high-profile resorts. Each provided rooms, rounds of golf and other amenities at no charge in exchange for promotional considerations. A contest registration web page was established, with traffic driven by in-store, online and consumer-direct (mail / e-mail) promotion.

Social Media –• Building ECCO’s social media presence from the ground up, Buffalo enhanced the brand’s visibility via Facebook, YouTube, Delicious and Twitter. These platforms were then used as vehicles to promote additional awareness and contest registration.

E-Marketing –• Leveraging our proprietary database of more than 30,000 highly-qualified consumers and industry insiders, we sent a series of e-mail blasts promoting the contest.

PR / Media Relations –• Key golf and lifestyle media outlets were contacted to secure on-going publicity for the 2009 collection, coinciding with editorial items specifically creating awareness for the contest.

PR + Media Relations | MaRketing CoMMuniCations | BRanding | soCial Media 4

Case study: eCCo

Results

Complimentary room nights, golf and other amenities provided by •leading hotels and resorts, including Ka’anapali (HI) Golf Resort, Sheraton Maui Resort & Spa, Sun Valley Resort, WaterColor Inn & Resort and Westin Maui Resort & Spa

Increased orders and sell-through at Nordstrom, ECCO Stores, •Golfsmith, PGA Tour Superstore and major regional off-course golf stores

Significantly enhanced ECCO brand presence via in-store POP •displays; online exposure to more than 4 million unique visitors per month at retailer websites

ECCO contest as centerpiece of women’s night at all 73 Golfsmith •locations nationwide with more than 15,000 total attendees

Data captured for more than 35,000 consumers via dedicated • contest webpage

Thousands of qualified golf consumers, media members and industry •insiders reached via publicity and social media sites

PR + Media Relations | MaRketing CoMMuniCations | BRanding | soCial Media 5

Case study: eCCo

In-store signage and e-marketing creative

Nordstrom direct-mail piece sent to 200,000 homes

PR + Media Relations | MaRketing CoMMuniCations | BRanding | soCial Media 6

Case study: eCCo

Contest-focused nesting table at ECCO store

Contest home page and in-store registration form

PR + Media Relations | MaRketing CoMMuniCations | BRanding | soCial Media 7

Case study: eCCo

“It’s one of the PGA Tour’s little secrets: countless pros switch to a pair of ECCOs after donning their sponsor’s shoes on the first tee.” - ESPN The Magazine

PR + Media Relations | MaRketing CoMMuniCations | BRanding | soCial Media 8

Case study: eCCo

“The ECCO Ultra Performance Hydromax combines the fit and comfort that ECCO is known for with high-tech performance. ” - Golf Digest