The Ask
As New Balance began planning a major product launch for two new Fresh Foam lines, they leveraged HYFN’s rich retail expertise and experience working across complex organizations to bring the effort to life in social. The HYFN approach consisted of sequenced campaigns over a four month period, promoting two distinct products to two separate target consumer groups.
The Strategy
HYFN designed a measurable social strategy aligned with today’s cross-device and cross-platform consumer journey, positioning the execution to deliver against online and offline sales objectives. The overall effort was comprised of three phases focusing on awareness, consideration and purchase, effectively capitalizing on ad products best suited to deliver brand messaging. Each platform was measured using third-party partner Millward Brown to assess success across consumer journeys and to inform investment going forward.
The Creative Execution
Leveraging available brand assets, influencer content, and in-house production, our creative team designed and delivered New Balance’s first made-for-mobile ads across Facebook, Instagram, Snapchat and Pinterest. This included full-vertical videos, microsite-like Facebook Canvas units, and Pinterest Promoted and Video Pins—all aligning best-in-class creative with best-in-class paid social execution to boost performance and expand the footprint of the campaign.
To bolster in-context content for paid efforts and increase word-of-mouth awareness, the HYFN influence team sourced and contracted six influencers based on distinct target consumer group archetypes. Influencer-provided content included video assets, Instagram story content, and still imagery portraying how the style and versatility of New Balance fit perfectly into their lifestyle. All campaign assets created were available not only for organic and paid use, but also leverageable for New Balance retail partners as well, creating a cohesive creative ecosystem across all platforms.
The Tactics
The full-funnel approach was comprised of the following:
Buying
Mobile Optimized Video
Organic influencer Instagram posts, garnering nearly 2MM video views and 80K engagements
Across Facebook and Instagram
Video viewers and web traffic using influencer content to show in-context product benefits
DLX Category Purchasers
Video, Carousel and Canvas
Across Facebook and Instagram
Using influencer content to show in-context
Video, Carousel and Static
The Results
HYFN’s coordinated approach drove record traffic to New Balance web properties, lifting both online and offline sales across owned and wholesale partner channels, eventually selling out products for a period of time. Specific metrics were as follows:
Arishi
Point lift in ad awareness
Point lift in message association
Point lift in agreement that New Balance is setting trends in athletic footwear and apparel
Point lift in purchase intent
Point lift in message association
Point lift in purchase consideration among active pinners age 35+
Point lift in purchase consideration among purchasers of activewear in the past three months
Cruz
Point lift in ad awareness
Point lift in message association
Point lift in agreement that New Balance is setting trends in athletic footwear and apparel
Point lift in purchase intent
Point lift in ad awareness
Point lift in product awareness
Point lift in product favorability
Point lift in purchase intent
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