REEBOK— CLASSIC LEATHER LEGACY: Campaign building & launch
INTRODUCTION
Within the Strategy and Social Media Lab οf Panteion University Ms. Betty Tsakarestou and Lina Kiriakou hosted our meetings with a Reebok representative , Alexandros Klonaris, who gave us an analytical brief about the company and the “character’’ of the new classic leather legacy shoe.
REEBOK’S TASK
Our university team, the Day, had to construct a communication strategy in order to achieve the best possible promotion of the new leather legacy shoe that will be released in September 2020 . As members of the AD&PR Lab , we had to rely on given data:
Firstly Reebok’s leather legacy target group ranges from 16–24 yrs old (Generation Z), plus the consumers are fashion-fitness lovers and socially consious. The leather legacy is represented by the tagline: ‘’my legacy is now’’ and lastly the COVID-19 outbreak has changed drastically consumer’s behavior.
The given task was divided in five key categories:
1.Audience insight
2. Communication plan & strategy
3. Key digital partnerships
4. Influencers, and lastly
5. The split.
AUDIENCE INSIGHTS
Our first move was to conduct a research (questionnaire) in order to collect useful consumer insights. Our main questions were about demographics, habits and personal preference. You can see analytically the summary of our research below.
Additionally, we described our target group by creating 2 main consumer personas, Anna and Thodoris. Their common characteristics are that they are both young, ambitious, gym-friendly and socially conscious.
COMMUNICATION PLAN & CAMPAIGN’S CHARACTER
Keeping in mind the insights, we developed a detailed communication plan that follows a time evolution. Specifically, the communication plan evolved around our main idea : a Drive-In Concert! The communicative operations will be performed in the order that’s presented below:
a)On the 25th of August: Media Countdown by influencers
b)On the 25th of August: Instagram posts & Advertising news media
c)August 31st: Main Event — Drive in concert by Reebok
d)September-October: ‘’Write your legacy now” digital bus stations
e)September-October: Tik Tok Challenge/UGC
f)September-October: YouTubers unboxing & styling tips
g)September-October: Instragram New Filter Game
So, our proposed campaign is both digital & physical and evolves around the message: ‘’My legacy is now’’ which has a divided meaning:
‘’You were here, leave your footprint’’ and ‘’Classic is always safe. Go with your classic Leather Legacy’’. The word ‘’footprint’’ stands for the legacy you are leaving behind plus the footprint you leave on the net as a user. The word safe depicts the importance of wearing something that matches with every outfit you own and additionally matches with the individual integrity and security feeling you get, when you enjoy beautiful moments with the necessary restrictive measures. (due to COVID-19)
CHANNELS — A short analysis
The digital channels that we decided are going to support the transmission of the message in general are: digital ads (social media), digital media advertorials (Lifo, Popaganda) , Content Creation Platforms (Tik Tok challenges to generate user content, as well as YouTube Videos) and Infuencers Marketing (content promotion including the key message).
As for the physical campaign, the communication strategy is based on the drive-in Reebok event promoted by influencers and the digital bus stations.
CHANNELS — In depth analysis
So, the real deal was to answer the question: “How are we going to exploit those channels?’’
Tik Tok Challenge: The users should try and match Reebok’s new sneakers with a stylish outfit of their preference. By adding the hashtag #mylegacyisnow they get in the draw for a promo code (ex. 40%) for Reebok’s new sneakers.
Youtube: Famous YouTubers are going to post unboxing videos containing the new stylish leather legacy shoe and recommend stylish tips.
Instagram: We are about to make a good use of Instagram’s new trend with the quiz effect. Specifically, we are going to use CTA for the Instagram users: participate and gain 20% discount in case you get the option of the new leather legacy shoes.
Event: The main part of our campaign is the Drive-in concert in Lycabbetus powered by Reebok. It will be promoted by our influencers, while some of them will also participate in the drive-in contest.
Digital Bus Stations: “Write your legacy now” with digital filters on the bus stations which will allow you to match the new Reebok shoe with any clothing combination you like.
INFLUENCERS
Reebok’s new leather legacy shoe is presented by Mega and Micro Influencers. The thinking behind our influencers’ selection was their fitness and fashion trait. You can check your favorite celebrities in the photos below.
KEY DIGITAL PARTNERSHIPS
The key digital partnerships during new leather legacy’s launch emerged as a result of the whole campaign building. Social Media Partnerships, Digital Media Partnerships and Advertising News Media are the basis of our comprehensive campaign.
ΤHE SPLIT
In conclusion, the sum of our activities is within Reebok’s given budget (300.000 euros). This is the indicative distribution of expenses: a)Digital Expenses up to 50%, b)Digital Ads up to 25%, c)Ιnfluencer Marketing up to 20% and d)Digital Media Advertorials up to 5%.
Despite the Corona-virus outbreak we want to communicate in person with our audience. We believe that reaching greater audience in every platform gets more easy with digital ads. We also value the impact that people have on their audience and how they can convince them in buying our product. Additionally, we are sure that sites with a crowd of readers could really help establish our product.
THE COMMON POINT: Reebok’s character & our campaign
Through the operations mentioned above , and especially through the drive-in concert, we want to emphasize the importance of living responsibly every moment. Being socially consious and keeping the distance does not stop you from writing a great legacy! When we heard the phrase: my legacy is now, we immediately thought that the meaning of this tagline is that we have nothing more than moments to live! There is nothing more than leaving a legacy behind us, a legacy that is consisted of memories and fun times. So what would be more suitable than creating a Drive-In concert in order to make people believe that… THEIR LEGACY IS NOW? Time-bound and safe?!
STRATEGY AND SOCIAL MEDIA LAB: Review and conclusion
Clearly, this experience was another great journey into the world of Advertising and Communications. Our team enjoyed every step of the way, because this project was time-bound, realistic and creative. We would like to give special thanks to our Proffesors Betty Tsakarestou and Lina Kiriakou that helped us through-out the semester and gave us the chance to be part of a real campaign.
This lab gave us the chance to understand the ‘’BIG’’ picture of nowday’s Marketing. Αll team members understood deeply how a marketing/ an advetising team co-operates in order to work smoothly and achieve its goals.
During the semester we had to: create a contexual-design project, dwelve deeper in the Customer Journey Map and the Customer Experience (UX, CX, EX, Service Design), evaluate brands , comment on communication strategies and anticipate consumer behavior and emotions. We gained basic knowledge about various aspects of marketing but most of all we discovered many professional fields that one can deal with after graduating the AD&PR LAB.
Unanimously, the most interesting lecture was the one where we played the irrational game as we entered the process of critically approaching the movements of a consumer.
The real challenge for us was to communicate and collaborate remotely during COVID-19. However, our teachers encouraged and advanced the learning process at a compatible pace. This motivated us to work even better together.
In conclusion, this laboratory operated in real conditions and promoted to us the value of multitasking. The knowledge that was gained, was spherical and useful. You can view and evaluate our proposal by loging in your Microsoft Teams account. Click the link below:
If you need more details about our project you can always contact us via e-mail. We could send you our ppt or more useful files.
