Finding the “New Balance” in Marketing
Hey there, fellow marketers and brand enthusiasts! It’s no secret that in today’s fast-paced marketing landscape, the race is on to find innovative ways to connect with consumers and maintain our relevance. And guess what? The global footwear and apparel giant New Balance has caught my attention with its refreshing approach to its gaming trends and influencer marketing with it.
Dwell Time and Intimate Engagement
As a well-established player in the sneaker industry, I am intrigued by how New Balance disrupts and redefines expectations for sneaker companies. New Balance’s keen understanding of the unique opportunities that gaming presents for brand engagement, surpasses what traditional social media platforms can offer. They have recognized the concept of dwell time, which refers to the amount of time consumers spend interacting with a brand within a gaming environment. “While social media views may last only a few seconds, gaming offers 15–20 minutes of brand interaction, allowing for intimate and persistent consumer engagement. New Balance sees this as a valuable metric,” Chris Davis, Chief Marketing Officer & Senior Vice President of Merchandising shares.
Consumer Research further revealed that a staggering 65% of our Millennial and Gen Z consumers are avid gamers, dedicating 20 or more hours per week to gaming. Moreover, these gamers are three times more likely than the average consumer to be active on the Twitch platform, with YouTube being a close second. They are also four times more likely to engage with influencers, indicating their propensity for seeking and valuing authentic connections within the gaming community. These insights strengthened New Balance's entry to the e-sports arena to cater to the Millennials and Gen Z without coming come off as another Gen X brand trying too hard to be one of the cool kids.
The Big Game
Armed with these valuable insights, New Balance embarked on exciting partnerships within the gaming industry. They joined forces with Rival, collaborating with influential Fortnite creator and gamer, Jack “Cizzorz” Cizek. Additionally, they ventured into game collaborations like PokemonGo.
“As a brand, we consistently strive to challenge the status quo and possess a relentless desire to innovate and evolve. New Balance sees significant opportunities to increase engagement and create meaningful consumer connectivity by uniting our fans through the Rival gaming experience,” says Chris Davis, New Balance CMO, and SVP Merchandising on their expectations from this collaboration. The fans and gamers anticipated New Balance’s presence on Rival through a thrilling Rocket League tournament. Participants got the chance to compete for an exclusive prize pack featuring New Balance’s top-notch sneakers and apparel.
Furthermore, the brand distinguishes itself by choosing Authenticity over advocacy. They stand out in the industry by not paying influencers to wear or endorse their products. Instead, they focus on building authentic partnerships with athletes and entertainers who align with their brand values. So, they welcomed Jack “Cizzorz” Cizek to the New Balance family. Jack, is an independent gaming influencer with a significant following on Twitch and YouTube. Utilizing Jack’s exclusive Fortnite creator code, New Balance crafted a remarkable racecourse within the game, inspired by iconic stages of the Boston Marathon — “Cizzorz Fun Run”. Fans of the brand had the opportunity to showcase their skills and compete for the chance to win exciting prize packs. Through these strategic gaming partnerships and collaborations, New Balance is committed to immersing itself in the gaming community, connecting with fans, and fostering a sense of excitement and competition.
The Result
When the “Cizzorz Fun Run” campaign reached the finish line, 1M players from 34 countries had attempted the Fun Run, 35M+ race video views were created (14x the number of paid views), and 2.1M social engagements fueled a 6% engagement rate, more than 6x brand benchmarks. The Campaign was a success even with the Rival Partnership, which not only helped the brand to build a community in the gaming world but also gather engagement and is continuing to do so. They found a New Balance between the industries and set a trend to last!
