Reebok's #BreakTheStandard Campaign: A Blend of IoT and Social Media Marketing
Applicable Industries
- Apparel
- Retail
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Reebok, a global athletic footwear and apparel company. Reebok is a pioneer in the sporting goods industry with a rich and storied fitness heritage. Reebok develops products, technologies, and programming which enable movement and is committed to accompanying people on their journey to fulfill their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it's training, running, walking, dance, yoga or aerobics. Reebok Classics leverages the brand’s fitness heritage and represents the roots of the brand in the sports lifestyle market.
The Challenge
Reebok's MYT collection was designed to blend lifestyle and fitness culture, aiming to be more inclusive and affordable. The challenge was to build a Western European-focused campaign that would articulate these key propositions and establish a cultural connection between MYT and consumers. The campaign needed to speak to the inclusivity and mix-and-match nature of the collection, inspiring the audience to lead rather than follow. The campaign also needed to break through outdated paradigms and deliver a positive message to the standard-breaking women of Western Europe.
The Solution
The solution was the #BreakTheStandard campaign. Real women from Paris, Berlin, and London were cast, including prominent campaigner for female independence and creative expression, Jourdan Dunn. These women were encouraged to style themselves during the shoots. The campaign was executed across print, OOH, retail, digital, and social platforms. The women were depicted breaking through the barriers of a 35mm film strip, symbolizing how the apparel and their attitudes couldn't be contained by outdated paradigms. The result was an authentic depiction of city-specific style and sentiment that drove sales and delivered a positive message.
Operational Impact
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