print article

Europe’s biggest shoe retail company is using a parody of this year’s biggest movie characters to promote this year’s lowest prices. What was the entire social media world talking about 2023? You got it! Blockbusters “Barbie” and “Oppenheimer”, two movies that generated a massive volume of both brand and user content.

DEICHMANN’s Black Week campaign is using the two characters in scenes with meme-like humour to draw consumer attention to prices that have been slashed by up to 50 percent for Black Week. The four clips bring the two most omnipresent lead movie characters of the year into the family retailer’s stores. Fashion icon Barbie knows exactly where she can get the best shopping deals as “Sparbie”. And even serious scientist Oppenheimer is transformed into laid-back bargain hunter “Shoppenheimer”.

“Promotions during Black Week are different than at any other time of the year. To capture the target audience’s attention and engage with them, you have to communicate a powerful and emotional insight. Humour is the tool we’re using to do that in this campaign,” explained Sarah Diemerling, Social Media Manager and Campaign Lead.

Sabine Zantis, CMO at DEICHMANN, added: “We’re still focusing on pop culture content in our social media marketing activities. It also worked really well in our last Black Week campaign. The message has to be short and “catchy”. We’ve also managed to create a strong link to existing communication touchpoints with this campaign.”

The international campaign runs from 13 to 26 November on TikTok, Facebook, Instagram and YouTube. It primarily targets the Gen Z audience.

A campaign landing page with the shoes featured in the commercial and other models can be found in the DEICHMANN online shop at


Creative Director: Eric Wittstock
Production: DOJO Productions GmbH
Producers: Steffi Seinig, Daniela Höller
Director: Julia Mücke
DoP: Christopher Häring
Lighting: Pepi Rieck
Production design: Julia Schaaf
Hair & make-up: Nadin Wagner
Styling: Christina van Zon

Check out the videos on YouTube:

Media contact:
Corporate Communications
Michèle Leyendecker
Tel.: +49 (0) 201 / 8676 – 422

Die DEICHMANN SE mit Stammsitz in Essen (Deutschland) wurde 1913 gegründet und befindet sich zu 100 Prozent im Familienbesitz. Die Unternehmensgruppe ist Marktführer im europäischen Schuheinzelhandel und in 31 Ländern weltweit aktiv. Sie beschäftigt über 48.000 Mitarbeiterinnen und Mitarbeiter und betreibt mehr als 4.600 Filialen sowie 41 Onlineshops. Zum Unternehmen gehören neben dem DEICHMANN-Format die Konzepte MyShoes, in der Schweiz Dosenbach, Ochsner Shoes und Ochsner Sport, vanHaren in den Niederlanden und Belgien, in den USA Rack Room Shoes sowie die SNIPES-Gruppe mit Filialen und Onlineshops in Europa und in den USA.