Iris > 实例探究 > 推广 Reebok JJ I Trainer:平衡狩猎伟大和更加人性化的信息

推广 Reebok JJ I Trainer:平衡狩猎伟大和更加人性化的信息

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技术
  • 平台即服务 (PaaS) - 应用开发平台
适用行业
  • 消费品
  • 零售
适用功能
  • 销售与市场营销
用例
  • 零售店自动化
  • 盗窃检测
服务
  • 培训
关于客户
客户是锐步 (Reebok),一家运动鞋和服装公司。
挑战
Reebok 需要在拥挤的运动鞋市场上推广其新款训练运动鞋 JJ I,同时与 JJ Watt 的 Hunt Greatness 平台和 Reebok 的 Be More Human 品牌信息保持一致。
解决方案
我们制定了一项活动,通过电视、在线、零售和印刷品执行,以及在选定的学院体育和户外场所进行零售活动,深思熟虑地平衡“狩猎伟大”和“变得更加人性化”的信息。该活动分三个阶段进行,介绍JJ和Hunt Greatness平台,公布狩猎伟大的工具和障碍,并邀请各个年龄段的猎人说出他们的伟大。
运营影响
  • The 'Hunt Greatness' campaign not only led to impressive sales figures but also successfully aligned the new product with JJ’s 'Hunt Greatness' platform and Reebok’s 'Be More Human' brand message. The campaign was able to effectively engage the audience through its three-stage approach, which included an inspiring prologue, an announcement of the tools and hurdles, and an invitation for customers to name their greatness. This innovative approach to marketing helped Reebok stand out in the crowded athletic footwear market and reinforced its reputation as a leading brand in the industry.
数量效益
  • The Reebok JJ I Trainer was completely sold out on Reebok.com within 24 hours of its debut.
  • The campaign videos received 8.9 million views, 50% of which were organic.
  • The campaign resulted in the highest click-through rate (CTR) of 2016 on Reebok.com from videos to the product page.

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