Reebok had a big New Year’s resolution in 2017. It wanted to get back into running.
To launch the brands new lightweight running shoe, the Floatride, we knew we had to build credibility in the running community. Our brief was to change brand perceptions amongst keen long distance runners, increase the brands share of voice online and help sell through of the shoe.
To respond to this brief we flew Double Olympic Gold Medallist Kelly Holmes to the remote Sir Bani Yas Island with 13 of the most influential runners from respected running clubs and media outlets across the region.
The campaign resulted in 43 organic static posts across social with 30+ pieces of coverage across Instastory and Snapchat. This resulted in an estimated reach of 600k+ and was complemented by direct media reviews of the Floatride.
Share of voice online within the running community grew from 2.62% to 4.76% in two months following the event. 66% of Floatride shoes were sold out in the UAE within one months of the shoes drop.
The campaign won silver in the consumer goods category at the 2017 MEPRA awards.