BRIEF:
Increase New Balance Canada’s online share of voice so sneaker collectors take notice and purchase The Woods Pack:
a limited edition collection of shoes - that is only available in Canada.
SOLUTION:
Since The Woods Pack was available only in Canada, we decided to give a pair to everyone in Canada. The catch? It was everyone in Canada, Kansas; a small, rural community about 250 kilometers outside of the Missouri border. Over a three-day period, we gave each resident a pair of The Woods Pack in exchange for their thoughts on the style, fit and feel. We captured each interaction to create online only content ranging from 15-second teasers and a 90-second launch film to post-launch videos and in-store point of sale.
RESULTS:
- The campaign was embraced by sneaker culture and fashion sites, notably Marc Ecko’s Complex.com –
garnering New Balance Canada millions of organic impressions.
- Organic Brand Reach soared by 163%
- Twitter followers increased by 89%
- Instagram followers rose by 24%
- The Woods Pack began appearing on eBay being resold by sneaker collectors for as much as 70% above retail price.
Case Study Video
Online Video – Only In Canada(s)
In-store Poster – Warren
In-store Poster – Bruce
In-store Poster – Kenneth & Margie
