Developing a Social Campaign from Scratch
How we helped New Balance launch two independent product lines cross-platform.
Summary
New Balance was launching two new products through their Fresh Foam line of shoes, the Cruz and Arishi. Each had their own specific target audience and they wanted to leverage social across the campaign to hit several objectives.
We decided to leverage brand assets, in-house production, and influencer activations in a multi-stage campaign to raise awareness and drive product consideration. From there we developed a full-funnel social advertising campaign retargeting users throughout their journey, driving them to purchase.
Our Role
Digital Strategy
Content Strategy + Development
Content Creation
Social Advertising
Influencer Marketing
Challenge
New Balance needed to launch two new products by leveraging a platform (social) that had not faired well for them in the past.
Luckily for them, bringing products to life on social is what we do. We would leverage both organic and paid media, across several platforms, using a variety of content and ad types.
Insights
85%+ of visitors to New Balances site were from a mobile device. New Balance had never run mobile optimized ads before, resulting in poor performance for previous campaigns.
There were two campaign objectives, driving both offline (in-store) and online sales. Since both of these products are brand new, we needed to roll out the campaign in several phases.
Solution
Optimize for Mobile
In order to reach their target audience in a fresh new way we needed to ensure that all of our content was optimized for mobile. Our approach focused on mobile friendly formats and ad placements across multiple ad types from in-feed, to stories, carousel units, collections, and instant experiences.
Activate with Influence
We sourced six influencers who would synergize with New Balance’s brand and appeal to the products’ target audiences. They provided uniquely branded content showing off the style and versatility of the two new lines, which we then ran across social channels at multiple touch points.
Drive Purchase on Social
We leveraged Reach & Frequency campaigns to drive awareness creating a large retargeting audience at each stage of the funnel to drive purchases. This approach led to record traffic to New Balance’s web properties lifting both online and offline sales across owned and partner channels, eventually selling out both product lines.
Results
A Millward Brown Measurement study was conducted as part of this campaign to determine lift in ad awareness, message association, and purchase intent. At conclusion numbers were well above average and best of all, they sold out each product line!
Numbers
19.1 (2.3x above average)
Point Lift in Ad Awareness
12.1 (6.7x above average)
Point Lift in Purchase Intent
16.7 (3.9x above average)
Point Lift in Message Association