Blonde woman in a beige cap, sunglasses and fuzzy camel coat sits at a marble café table holding an iced coffee
Submitted by Muse

Birkenstock Utti Autumn Launch Creator Campaign

Influencer Marketing

MUSE placed two roster creators at the front of Birkenstock's autumn launch of the Utti style, and the agency reports 100K+ total reach for the work.

100K+Total Reach
4KAverage Engagement

Case in 60 seconds

Birkenstock needed to introduce the Utti as its new autumn style, and the page frames the wider task as a heritage brand connecting with modern consumers without losing the craftsmanship it is known for.

The campaign turns on creators who already carry the balance of comfort and style the brand stands for, because MUSE argues that their authentic connection with audiences gives a heritage name a fresh perspective.

MUSE positioned the Utti as a lifestyle statement for the new season rather than as footwear alone, with two of its roster creators fronting the launch as the faces of that claim.

Two MUSE creators, @rebeccajackson and @edenhanna, fronted the launch of Birkenstock's Utti autumn style, and the page describes their role as showcasing the shoe as a seasonal lifestyle statement through digital storytelling to their audiences.

MUSE reports 100K+ total reach and 4K average engagement for the launch, while the page gives no sales, traffic or conversion figure and does not say how either number was calculated.

Strategy Breakdown

Modern consumers reached through the audiences of two MUSE creators, whom the page positions as the route for a heritage brand to keep resonating across generations.
A heritage footwear brand has to stay current with modern consumers without losing the craftsmanship it is known for, so MUSE pairs that craftsmanship with digital storytelling rather than relying on heritage alone.
Birkenstock supplies the comfort and craftsmanship behind the Utti, while the creators supply the seasonal lifestyle framing, so the brand is presented through their style rather than through its own voice.

Creative & Execution System

Partners

  • MUSE

Creator role

  • rebeccajackson — creator
  • edenhanna — creator

Results & Evidence

MetricValue
Total Reach100K+ total reach
Average Engagement4K average engagement

Why Muse's strategy worked

  1. 1

    A heritage brand can bring a seasonal style to modern consumers by pairing its craftsmanship story with creator storytelling, so the product is framed as a lifestyle choice rather than a functional purchase.

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