Reebok assignment: A legendary challenge
Finishing the third year of our university studies made us feel like we have been working on the field of marketing for many years! This feeling is the outcome of a hard working year for Ad and PR Lab. This Lab is not just an ordinary Lab of a public university. It is so much more! The experience, the knowledge and the strength that we have gained from it made us almost ready to face the professional challenges! In the previous semester we got a taste of what is about to come when we were assigned to create the marketing strategy of the Coca-Cola energy drink. This semester we also had the pleasure and the honor to be assigned a marketing project by a well known brand, Reebok.
The main protagonist of the brief that was given to us was the Classic Leather Legacy shoe of Reebok! We had to define the communication strategy, to propose key digital partnerships, to propose media investment split and to identify key influencers. And that is what we did. Aspired by the name of the shoe <<Legacy>> we set the goal to create a strategy baced on Legacy. A well orchestrated marketing strategy would only be possible if all the parts that make it whole would match perfectly! All the influencers were targeted to be connected in some way and so were the digital partnerships.
At the beginning we had to make a swot analysis to find out what strategy we are going to follow. Then we defined our target audience which was young adults between 16 to 24 years old that have adopted a mainstream style, they listen to hip-hop, they are sport aficionados, they are using social media and have adopted an unconventional dress code. Then we created our persona and we also created a customer journey map. Our communication strategy main goal was to create a Legacy. We wanted to promote the idea that the Legacy shoe is for those who think outside of the box, a shoe that fits well with Reebok and how progressive it is as a brand. The people that are going to wear the shoe are those who are willing to overcome their limits and find no excuses and obstacles to reach their goals. That was the main message and that was the reason on why we chose the specific influencers.
Our key influencer was Anser. We named our campaign by one of his songs called <<Θα μείνει για πάντα>> which translates to <<it is going to stay forever>>! Legacy is forever and Reebok is here to stay for ever by creating its own Leagacy! Anser started from the bottom and now he is the best Greek Raper! The next influencer that we had chosen was Kostas Maliatsis. The reason behind this selection was that we wanted to show the fun aspect of our shoe and he was the perfect match for that role. Then we thought that the best shoe, that is the Classic Leather Legacy shoe, needs the best unboxing. The best people for that job was the Unboxholics! For our last three pick of influencers , Karpouzifetagaming, Christina Linardatou and Marios Giannakou, we created a story based on their life. To create a Legacy you have to commit and that is Karpouzifetagaming who invested more than 20.000 euros to make a studio that is going to create the best content for his viewers. Commitment means sacrifice and that is Marios Giannakou. Marios lost 50 kgs after he decided to change his life and follow a healthier lifestyle sacrificing a part of himself. Since then he has ran literally all over the world participating in many marathons. Sacrifice is fighting hard even in a losing battle. Christina Linardatou is a kick boxing championship leaving her mark in a male dominated sport! She is making a name for herself and also being a role model for young women All those things are required to create a Legacy and our influencers have at least one of them. Combining them in our campaign had the goal to create a Legacy.
Our digital partneships followed the same route. First, we decided to make podcast series. This series were going to have sponsored content and influencers as brand storytellers. Six episodes of the podcast series were going to be hosted by Leta Garetsou and the name of the podcast would be <<Be your hero>>. Next, we thought that we had to mix things up so Akis Petretzikis was the best choice of a digital partnersip. He would invite our influencers, he would share with them his favourite meals and he would interview them about goals, limits and challenges. Next up, we thought that we had to involve Marios Giannakou in a mini documentary. It would be a branded content and Exile Films would be the production company. This documentary would be a real life challenge. We would have Marios run 500km from Athens to Thessaloniki wearing our shoe. Last but not least the collaboration between Linardatou and Karpouzifetagaming was the must go for the digital partnership. Karpouzifetagaming stated in one of his latest videos on his youtube channel that he wants to start exercising and that is when Reebok comes to help. With C.Linardatou as his personal trainer together they were going to create a series of workout videos for Karpouzifetagaming youtube channel. This would have benefit the channels viewers and these videos would also being uploaded to Reeboks channel. Moreover they would have also filmed tutorials on how goals can be achieved at home in the post Covid-19 enviroment.
. For our social media channels we picked Facebook, Tik-tok , Instagram and Youtube. The promotion on social media would have paid ads by Reebok on Facebook, post by influencers on Instagram, paid TikToks by our influencers on TikTok and on Youtube branded content on the brand’s channel. For TikTok we would have the #LegacyStepChannel were people could create their own TikTok video, upload it and tag Reebok. Also on Youtube, we would had vlog series by people that are involved in the world of Hip-Hop and martial arts. Each one of them would narrate a story based on their daily challenges and how Reebok Classic Leather contributes to a more productive working experience. We would also run a Facebook supporting campaign that would include a mesmerizing journey through Reebok’s shoe evolution pointing out the most unconventional and innovative pair of shoes showing that in order to create a Legacy you have to learn from the past.
For the media partnerships, we chose well-known brands, native advertising in order to build up an attractive storytelling, The explanation beyond our decision is “Content is the new King and Brand storytelling is the new Princess”. Our picks were Lifo, Oneman, Vogue and Akispetretzikis.com were we would have a branded video and native advertising. Also DPG media network would promote our content.
Finally, for the media investment spit we had to make some tought decisions. From our influencers Anser would have taken 30k euros making him the most paid influencer. From the digital partnerships DPG Media (Akis Petretzikis) would be paid the most with 30k. As for the social media budget at the most part it would be equally splited but instagram would be paid the most with a tiny difference from the others. On the media budget DPG media network would be paid the most for being such a huge network.
Strategy and Social Media Lab
In the very first session of our lab we came across a very fun surprise! Ad and PR lab turned into the house of cards. The Irrational game cards made us sceptical at first but then we found out what it was all about. This game made us understand the consumer behavior and how people tend to group when they are about to make a decision.
During this game we also noticed the great performance of the ADJUST team as they failed to get a single answer wrong. Next up we had the pleasure to work for an app that we all use in our daily lives. This app was spotify! The task was to make a feature for the app focused on sharing music for friends. What we decided to do was a feature aspired by Tinder!
Based on the music that you listen this feature would offer you the chance to get to know other people with the same taste and the same interests. Up next we came across the behavioral economics. During this session we learnt more about digital transformation and how important that is.We also learnt the importance of communication especially in a brand! Finally we had the honor to host the UXprodigy and we learnt more about the empathy mapping!
Head of Strategy and Social Media Lab: Lina Kiriakou Betty Tsakarestou Betty Tsakarestou
Team: Fellowsheep
Team members: Nick Noulas Loukia Tsiota Panagiotis Yiagkou dimitris boutsikow Ηλίας Αλεξανδρής Dimitris Bounias Νίκος Παπασυριόπουλος
