ROHDE
ROHDE is an internationally renowned manufacturer of high-quality shoes and one of Germany's most recognized brands, with over 500 million pairs sold.
Leistungen
Art Direction
Brand Positioning
Brand Communication
Business Intelligence
Campaign Development
Content Strategy
Content Production
INVENTORY MANAGEMENT
MERCHANDISE PLANNING
Multi-Channel Marketing
Product Photography
Social-Media Advertising
Social-Media Management
Social-Media Strategy
Videography
CHALLENGE
APPROACH
Our approach to partnering with ROHDE was clearly structured to sustainably build the brand within the D2C sector. In the first year, the focus was on developing brand identity and emotionalizing the brand through storytelling. Simultaneously, we worked on establishing a solid data foundation by conducting a systematic product testing phase. These tests provided valuable insights for forecasts and trend predictions, allowing us to strategically scale sales and revenue in subsequent collections through targeted paid media efforts. This approach was designed to lay the groundwork for ROHDE's sustainable and forward-looking growth in the D2C sector and set the course for a successful digital future.
SEC. 2
Milestones Since The Beginning Of The Partnership
AVERAGE ROAS
3,67
CAMPAIGNS SHOT
6
CONTENT PRODUCED
1.500
AWARDS WON
2
SEC. 3
Relationship
From the very beginning, our partnership with the ROHDE team was marked by mutual trust, transparency, and a shared desire to foster creative freedom. Revitalizing the brand's vision required a relentless team willing to pursue bold ideas. With the 'BE OPEN' campaign, we laid the foundation for a new understanding of the brand. The 'STAY REAL' campaign not only captured the essence of ROHDE but also highlighted the synergy between our teams.
The strategic and creative journey we embarked on with ROHDE reflects the unique nature of our collaboration. It demonstrates how a partnership built on mutual respect and cooperation can yield remarkable results.
Product Photography
Our collaboration with ROHDE began in 2021, during their rebranding process with Berlin-based design agency Pentagram, and as they were simultaneously developing a new online store on the Oxid platform. Together, we created a fresh look for their product images: each model was photographed from six angles—four views showcasing the shoe and two highlighting its interaction with the model. The result? A consistent and visually appealing look across the online store.
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CLIENT TESTIMONIAL
“Collaboration is like a marriage, and we chose very carefully with whom we’d ideally like to spend the next decades. We are very glad that we found BENCHMARKED in 2021.”
Stojan Rudan
Head of Marketing ROHDE SHOES
SEC. 5
SPRING SUMMER CAMPAIGN 2022
STAY REAL
ROHDE recognized that storytelling had to play a central role in their marketing and brand communication. It would become their unique selling point, setting them apart from competitors who were either underutilizing or neglecting storytelling altogether.
Thus, the STAY REAL campaign for the Spring/Summer '22 collection was born, rooted in ROHDE’s core values. Through powerful storytelling featuring five authentic spokespersons, ROHDE celebrates individuals who resist societal expectations and follow their own path, dreams, and intuition. These individuals don’t let the noise of others' opinions drown out their inner voice. Just like our spokespersons, ROHDE remains true to itself, creating real shoes for real people.
The response to the STAY REAL campaign was overwhelming. No one had expected such a revival from ROHDE—making the coverage all the more enthusiastic. The leading trade magazine in the shoe industry, SCHUHKURIER, dedicated a 6-page cover story to ROHDE, while the second most important trade magazine, SHOEZ, wrote a 2-page article about the successful comeback. W&V reported on a "rejuvenation" and the transformation from a "conservative" slipper manufacturer to a "personality-driven" brand. Well-known consumer publications featured ROHDE shoes, and the campaign received widespread praise on Instagram.
Finally, in June 2022, ROHDE's "STAY REAL" campaign was awarded the title of "Winner" at the German Brand Awards in the category "Excellence in Brand Strategy and Creation."
The competition honors the most successful brands and innovative brand presentations in the German-speaking region.
CLIENT TESTIMONIAL
“We knew that if we created something with passion, true stories, and honest messages—something real that gives people goosebumps—we would stand out. With the STAY REAL campaign, we brought our values and messages into the hearts and minds of a younger audience through a group of unique individuals with equally unique and authentic stories.”
Renato Lo Presti
CEO ROHDE Shoes
SEC. 6
SPRING SUMMER CAMPAIGN 2023
ONE LIFE
Young people spend an average of 3 hours per day on social media.
That's 21 hours per week, 90 hours per month, and 1.5 months per year.
With our "ONE LIFE" campaign, we aimed to do more than just create a new branding campaign for ROHDE. Our goal was to make a significant impact on the current societal trend that particularly affects young people—a trend that has long surpassed the simple act of connecting with friends.
In times of emotional overwhelm, such as during pandemics, lockdowns, political unrest, social injustice, and climate crises, a natural defense mechanism called "emotional numbness" sets in. We shut down emotions, escape the real world, and lose ourselves in virtual spaces to cope with stress and constant pressure.
The ROHDE campaign is a reminder of the importance of being mindful of our time and encourages us not to be overwhelmed by the events around us but to fully embrace and cherish every precious moment.
SEC. 7
CAMPAIGNS
People don’t buy products and services. They buy stories, relationships and magic.
People don’t just buy products; they buy the stories, values, and emotions that a brand represents. That’s why our campaigns for ROHDE have always centered around authentic storytelling. By crafting emotionally resonant narratives, we build a deeper connection with the target audience and bring the essence of ROHDE to life.
Throughout our collaboration, we’ve developed numerous campaigns, each telling its own unique and compelling story.
HERITAGE - ROHDE FW23 / 24 CAMPAIGN
ROHDE SUNNYS N° 52 SS23 CONTENT PRODUCTION
ROHDE FW22 / 23 CONTENT PRODUCTION
BE OPEN - ROHDE SS21 CAMPAIGN
SOCIAL-MEDIA ADS
Strategic Product Scaling with Our Data-Driven Seasonal System
Using our in-house developed PPP-System (Product, Paid, Performance), we help ROHDE tackle the challenge of early identification of trending products within the 100+ SKUs in each collection. Systematic testing and analysis of the product range form the cornerstone of our strategy. At the start of each season, accelerated product testing allows us to quickly identify which items hold the most sales potential. With the help of restock forecasts and close coordination with the ROHDE team, we first ensure that there is sufficient stock of these trending products for the entire season. These products are then efficiently scaled through social media ads, with constant monitoring of key financial metrics.
The data gathered from product tests and campaigns are crucial for strategic planning of future seasons and collections. We use these insights to optimize ROHDE’s communication, content, and paid media strategies, continually enhancing their online presence season after season.
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SEC. 9
SUMMARY
Monitoring and optimizing on contribution margin
Over the years, we have developed a strategic and operational path with ROHDE that not only positions the brand in the digital space but also fosters sustainable growth. A key focus has been placed on refining, monitoring, and presenting key financial metrics. The optimization of strategies is centered on DB2 (contribution margin 2) and DB3 (contribution margin 3) bases, which allow for precise analysis and optimization. By accounting for all variable costs—including returns, media budget, and production costs—as well as fixed costs such as relevant salaries, agency fees, software, and tools, we gain a clear view of the financial performance of our campaigns.
The results speak for themselves: an impressive +197.80% growth in DB2 between 2022 and 2023 highlights the effectiveness of our targeted marketing efforts for ROHDE. This figure reflects the successful scaling and optimization enabled by our data-driven and efficient strategy.
MARGIN GROWTH BETWEEN
2022 TO 2023
+197,80%
BENCHMARKED is a german digital marketing and consulting fashion agency, that combines data science with expert industry knowledge to build better brands and products.
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