Run Your Way: The success of a campaign that moved the world of active people
CHALLENGES:
- Inflation, reduced spending, and savings negatively affected sales of products in this category.
- A change in the brand’s pricing policy, excluding promotions.
- A change in the long-established perception of New Balance as a lifestyle brand rather than a sports brand.
STRATEGY:
The starting point was to place the campaign in an environment that is natural for active people. Therefore, the priority was to reach them through offline activities, while online activities were used to expand the reach of the campaign and increase its scale. In addition, we simplified the message to make it more understandable and easier to remember.
SCOPE OF ACTIVITIES:
We created a coherent campaign ecosystem that combined offline and online activities, maximizing effectiveness on a limited budget.
Offline: We ensured visibility in key locations: gyms, subways, murals, DOOH, and OOH.
We organized regular running group meetings, activating the community and building engagement.
Online: We collaborated with popular websites close to our target group.
We strengthened the brand’s credibility by engaging influencers as campaign ambassadors.
Video communication: We ran an ongoing online campaign with a dominant share of video, which effectively increased the memorability of the message.
Media
- offline & online, display & video
- Google Ads, Meta, Programmatic, YouTube
- events, content marketing, ooh, dooh
RESULTS
- The New Balance brand significantly strengthened its position in the sports footwear category.
- Spontaneous brand awareness in the Sports Footwear category increased by 24% (7 p.p.) to 36%, achieving the highest growth among competitors in the given period.
- The RunYourWay campaign was the last of three major campaigns we ran that contributed to the long-term growth of New Balance brand recognition. This growth is measured by the trend of searches for the New Balance brand in Google Trends.
