Case Study

Cutting a New PR Direction in a Global Crisis

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THE SITUATION

• Due to the global pandemic impacting businesses, media and life in general, Victorinox needed to shift the current marketing and public relations strategy to adapt to the new environment and consumer behaviour.
• Victorinox needed to communicate to their loyal customers that they acknowledge the tumultuous time and understand their customers needs, by still gaining brand exposure, awareness and to maintain/increase sales during the pandemic.

THE BRIEF

• As an iconic luxury lifestyle brand with multiple SKUs focused on hospitality and travel, Victorinox had to pivot their current marketing strategy to stay relevant during the onset of the global pandemic.
• UMM was to develop a local communication strategy in line with the new global direction – “From Our Family To Yours”. 

THE STRATEGY

• With Victorinox heralding from Switzerland, Europe, UMM localised the “at home” focus to suit the Australian lifestyle, in and out of lockdown.
• Victorinox’s key categories are Swiss Army Knife, Cutlery, Travel Gear and Watches, which relied heavily on retail sales. Just prior to the pandemic, Victorinox Australia fortunately launched their new ecommerce site, which then allowed UMM to drive all promotion towards online purchasing.
• During this tumultuous time, UMM also looked to strengthen the existing relationships we had fostered for Victorinox with media, influencers and chefs. 

WHAT DID WE DO

• UMM took each category and focused on what was relevant for the current time within the local market, a proactive and reactive PR approach within this first year of a pandemic gripping the world.
• Cutlery – UMM launched the “My First Knife” campaign with Australian Chefs, alongside influencer home cook recipes and BBQ tips.
• Swiss Army Knife – UMM heroed the gardening range, partnering with well-known Australian gardening brands, along with fishing, hiking and camping.
• Travel Gear – When local travel opened up UMM focused on local travel gear that was suited to the great outdoors.
• Watches – UMM took advantage of every gift guide opportunity, including sport.
• All communications were layered with the family brand values that has seen Victorinox stand strong for over 130 years.

RESULTS

• UMM generated a total of 329 clippings in 2020, with a reach (circulation, listenership and online page views) of 118 million.
• Increased online coverage by 84% of total runs in comparison to 47% in 2019.
• Increased coverage of Swiss Army Knife and Cutlery to compensate for the reduced media opportunities for Travel Gear and Watches in 2020. 
• Secured coverage in major mastheads and online publications such as: Men’s Health, Australian Financial Review, Inside Out, Delicious, Taste, Boss Hunting, News.com.au, News Corp, RUSSH, Better Homes and Gardens, 7 News, MindFOOD, Man of Many.

TESTIMONIAL