The Challenge
Capture the attention of a new audience and expand the market for the Nano training shoe without alienating the CrossFit community for whom it has become an icon.
The Insight
Dark gyms, power lifting and screaming faces aren’t connecting consumers with CrossFit, much less the Reebok Nano.
Strategy
Utilize a dual-audience approach to connect with the hardcore CrossFit athlete as well as the part-timer that does not identify as a CrossFitter. Ensure the creative represents the full range of CrossFit athletes, and alongside targeted messaging in digital channels, grab the attention of a wide, yet focused audience.
Creative
Targeting the idea of Versatility, a key product design goal, demonstrated the product's myriad qualities. Still and motion content was captured in a multi-purpose facility to display the Nano X as an all-around trainer. Athletes with a range of experience and ability were cast to aid creation of campaign communications targeting one or both of the audiences. A digital-first campaign approach drove customers to a product landing page using paid and organic social media as well as CRM. Visitors landed in a world-class product experience, with micro and macro views of the Nano's many talents, highlighting all the details that make it so special.
Go To Market
Launched during the coronavirus lockdowns, the campaign still outperformed its original sales and conversion goals. Media coverage also outpaced expectations, earning among other accolades the Boot Camp Pro award from Shape.com. We achieved a 360% conversion rate, a campaign landing page that converted 5% of visitors, 3.7K sign ups with early access availability that attracted 2.5X more visitors than the previous year, and a 30% increase in sales in spite of the pandemic’s affect on retail.
Services
Animation, Art Direction, Content Strategy, Copywriting, Editing, Photography, Retouching, Social Content, UX/UI, Videography, Brand Story + Narrative, Brand Positioning, Product Storytelling + Messaging, Retail Design + Production
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