GEHWOL blogger campaign also wins German Brand Award 2021

The cross-media campaign "Bloggerherzen für Füße: Der GEHWOL Testerclub" (Bloggers' Hearts for Feet: The GEHWOL Tester Club), which has already won several awards, has been named winner in the Excellence in Brand Strategy and Creation category of the German Brand Award 2021. In this category, the German Brand Institute Foundation awards prizes for the strongest campaigns, concepts and strategies in individual disciplines.

The campaign developed by dk Life Science Communications for foot care specialist Eduard Gerlach won over the jury of experts from companies, science, consulting and agencies in the Brand Communications / Influencer Marketing subcategory. Evaluation criteria include independence, brand impact, differentiation from the competition and target group relevance. Brand management should take into account aspects such as sustainability, degree of innovation, continuity and future viability. Factors such as the design quality of the brand presence, the homogeneity of the brand experience and economic success also play a decisive role in the judging process.

New target groups for foot care

The GEHWOL Testerclub is the central tool of the social media activities of foot care specialist Eduard Gerlach. Here, 360 carefully selected beauty bloggers generate so much buzz as brand ambassadors that users with a potential reach of 1.2 billion contacts a year (2020) engage intensively with Gehwol foot care products and communicate about them. Constant new and exclusive promotions keep the flow going, creating excitement in the community as well as reader engagement with 99.6 percent positive sentiment. Meetings at blogger events and at the annual tester club day intensify the members' bond with the GEHWOL brand.

"The GEHWOL Testerclub gives our brand a strong emotional environment to inspire complementary target groups for the topic of foot care," Timor Gerlach-von Waldthausen, managing partner of the foot care specialist from Lübbecke, is pleased about the award. "For almost 10 years, the committed members have filled the club with life, making it the successful flagship of our consumer PR. It is unparalleled in the industry," Gerlach-von Waldthausen continued.

Fourth prize for blogger campaign

The campaign has previously won the German Prize for Online Communication (DEPOK), the PR Report Award and the German Stevie Award.

With the German Brand Award, the German Brand Institute Foundation presents a unique award for outstanding brand management. The foundation was established jointly by the German Design Council and GMK Markenberatung. Its aim is to strengthen the importance of the brand as a decisive factor in the success of companies in the national and international competitive environment.

Image: Inducted into the virtual Hall of Fame of German Brand Award winners 2021 - Timor Gerlach-von Waldthausen, managing partner of the foot care specialist Eduard Gerlach.