Birkenstock in China
From Heritage to Hype.
As Birkenstock’s retained social and digital agency, we built a strategy that made
a heritage footwear icon relevant for Chinese consumers. From shaping its voice on
local platforms to blending digital activations with offline experiences, we helped the
brand balance its global DNA with local culture.
Finding the Brand’s Social Footprint.
We developed a content and engagement strategy for WeChat and Weibo, translating Birkenstock’s values of function, form and simplicity into storytelling that resonated locally. Our approach ensured the brand’s voice felt authentic and distinct in China’s crowded lifestyle space.
From Sandals to Social Influence.
We worked with carefully selected KOLs through photo and video collaborations that showcased the brand in fresh, fashion-forward contexts. Supported by targeted media buying and advertising, these campaigns built desire and credibility — taking Birkenstock from practical staple to cultural statement
Lifestyle at Street Level:
Embedding Birkenstock
in Culture.
We brought Birkenstock into everyday life through a standout collaboration with Elephant Grounds,
the cult coffee chain in the Greater Bay Area and Hong Kong, where baristas wore Birkenstocks
behind the counter. On WeChat, eCommerce solutions and playful campaigns like lucky draws
kept the community engaged, embedding the brand into both daily rituals and cultural moments.
Results.
- Creators Not Just Influencers
Partnered with a diverse network of stylists, baristas, photographers, and culture shapers, building authentic stories around everyday wearability.
- Content That Resonated
Community-driven storytelling produced high engagement across RED, WeChat, and Weibo, sparking conversations that felt real, relatable, and lasting.
- Cultural Synergy
From influencer posts to creative collabs like Elephant Grounds baristas in Birkenstocks, the campaign blended lifestyle and product, embedding the brand in China’s cultural fabric.