The ADventurous
Social Media Strategy
For the Strategy and Social Media Lab, we were challenged to come up with a full launch plan for Reebok’s new sneaker “Classic Leather Legacy” that will be launched on September 1st. By finding our audience and our general strategy, we aim to promote the last sneaker of the classic series with heavy social media and online advertising. We worked with a certain budget and tried to find how to split it fairly.
Regarding the customer journey, we have selected two young and modern people who like to follow trends. They are active on social media, consult their influencers on their style, and promote every feature that suits this particular campaign. Reebok is the ideal company that will offer them the product they need for their own convenience. They are informed by the media about the shoe and immediately look to its release, and buy it.
When launching a new product to the market, you have to design carefully your communication strategy and there are steps that you should follow. So, we tried to design our strategy in the best possible way. We wanted to pre-launch advertise the classic leather legacy so we started by determining our desire audience. Then, we chose our media channels that are the following: Instagram, Youtube, TikTok, and made up our minds about how we wanted to use these channels. We decided to promote our product through paid posts, sponsored content, swipe up, and PR list with various influencers. We also decided to create outdoor advertising and online ads. Lastly, one month before the official launch the shoes will be available for online pre-order.
When it came to the vision we aimed to create a product that was first of all unisex and addressed to everyone, that also met our standards concerning the aspects of comfort and design. Through our video campaign, our purpose was to promote the diversity that represents our brand, as well as our values. Furthermore, the video campaign will be upload on our official youtube channel. The video shows two siblings, of both genders, growing up and wearing the Classic Leather Legacy throughout important moments of their lives, giving a sentimental value to the shoe and what it stands for.
We were asked to identify key influencers, content creators, or tribes to promote our product «Classic Leather Legacy». After our research, we chose four personalities from different and various industries. Nikos Moutsinas is a TV presenter and actor. He has 683k followers and is loveable to his audience. Madclip is very popular in the Greek trap music industry and teenagers are excited about him. He is very active on social media and foremost on Ιnstagram with 214k followers. Giorgos Kavvalos is a Youtuber with 73,3k subscribers and he reviews sneakers in some of his videos. People trust his opinion on athletic shoes, so his positive feedback about our sneaker would be important. Klelia Pantazi is an Olympic Medalist and World Champion in Rhythmic Gymnastics. She is a positive person, has 38,9k followers on Ιnstagram, and follows a sportive lifestyle.
Our proposal for key digital partnerships is to be present in the three most used Social Media: Instagram, YouTube, and TikTok. The Instagrammers will post photos and stories where they’ll inform their followers that with the purchase of our new shoe, they can give an old athletic pair for recycling and have a buying discount. On YouTube, our partners will make paid videos as advertisements and will upload them on theirs & Reebok’s channels. On TikTok, our Ιnfluencers will upload a video in which they will wear and advertise the sneakers with the hashtag #classicleatherlegacy and they will invite their followers to do the same.
Concerning our media investment split, we decided to distribute our budget into three platforms. At first, we chose to give the highest amount of money to YouTube for a high-quality advertising spot and sponsored advertisements, while Instagram and TikTok followed. Our Instagram campaign will require high-budget, for Greek standards, influencers, while we wish to make our TikTok campaign more approachable to users.
Our experience throughout the semester, even though it was a challenging adventure due to the online courses, was inarguably a pleasant and knowledgeable process.
We learned things we had never heard before and looked deeper into some subjects we have come across in the past. While participating in light, joyful and interactive games, doing various presentations, and being active in the lesson process, we understood the themes in each course. Specifically, with the help of guests, who are experts in their field, the students understood the process of the customer journeys, empathy mapping, the UX experience, through the 2 sessions with the UX Prodigy duo, Antonis Birbas and Panagiotis Zacharias, the development of the product and contextual design with guest Giorgos Gavriil and the assignment on Spotify. We also had an important lesson about reebok brief with Alexandros Klonaris. Last but not least, the courses with our professor, Lina Kiriakou, regarding the design of better solutions & understanding of behavioral economics, Customer needs and business goals, and the importance of the whole brand’s strategy.
Overall, after this lab, we gained a lot of knowledge that will be useful for our next semesters and later in the working field.
Our Presentation:
Professors: Betty Tsakarestou, Lina Kiriakou , Alexandros Klonaris
Team: Eleni Bakoula Georgia Bethani, Anastasia Goutou, Αγγελίνα Κοκοβίλη, Bianca Konstantinidou, Dora Kopsafti, Maria Megalokonomou, Anastasia Papathanasiou
