Challenge
Can you help a legacy shoe brand become more relevant to a younger demo?
New Balance has seen explosive growth in cultural relevance over the last few years but it wasn’t that long ago that the shoe didn’t really appeal to a younger audience. Our team was brought in at a time when the brand was looking to widen their marketing to reach a younger audience. With the launch of their new X90 shoe, we worked closely with their team to develop a comprehensive strategy that included content, media, and influencers to help drive awareness and sales.
Solution
Creating dynamic social assets that highlight the shoes features was key
This campaign began like many of them do; with a smart strategy focused on leveraging dynamic content to help drive engagement. That said, we had to be really scrappy and do our best to leverage existing assets the brand had and find creative ways to turn them into dynamic social assets. After getting our hands on some of the latest shoes, we photographed them and laid them over the existing key art provided by the client and added motion graphics on top of them to bring them to life.
Solution
Find relevant social influencers to help give the shoes a style
We worked closely with the client to identify influencers who closely aligned with the brand’s value and would be valuable partners to help reveal the new X90 shoe to the masses. After narrowing our target list, we began outreach to engage each influencer and ensure that they understood the goal of the campaign and were fully briefed on exactly the content we wanted to create. This portion of the campaign was a tremendous success as we saw the relevance of the brand grow.
Results
The campaign won a Communicator Award for Top Branded Social Campaign
The metrics for New Balance activation were incredibly strong and a Millward Brown Measurement study was conducted as a part of the campaign. A 19.1 point lift in ad awareness was gained, a 16.1 increase in message association was reached, and an astonishing 12.1 point lift in purchase intent which is nearly 7X the industry average.
