The campaign promoted the idea that “everyone can run their own way” and was focused mainly on people who are starting their running journey. Using various communication channels, we aimed to motivate beginners to develop their new passion and educate them on topics related to this sport – e.g. how to start and choose your first running shoes.
The communication mixed promotion in physical stores, tailor-made display formats on the eobuwie.pl website, and a dedicated event in our concept store in the center of Warsaw. Thanks to diverse channels and inspiring content, we were able to reach a broad audience – boosting the campaign reach and sales on our platform.
Explore what contributed to the final outcome of this campaign and get a taste of the user experience.
See the campaign video:
Dedicated event
The Run Your Way event took place in MODIVO & eobuwie.pl concept store in Warsaw, located in the heart of the city center. The event was an opportunity to meet with running experts, discussing this topic. The discussions held during the event were recorded and published as a part of podcast series available on Bieganie.pl top running portal. Also, the event’s guests could customize their products or take part in the group run.
Promotion in stores
During the campaign, a dedicated ‘Run Your Way’ video was displayed on screens in all eobuwie.pl physical stores. Additionally, New Balance shoes were showcased in special stands – digital cubes – in flagship stores. This allowed us to operate on two fronts – raising brand awareness through video ads and increasing the sales of specific products through the in-store display.
Homepage takeover
As part of a campaign, the homepage of eobuwie.pl was entirely dedicated to New Balance for two days. All the elements were tailored to the brand’s content. There were sections devoted to different categories of shoes, which aimed to help the user find the best-matched products and increase sales. Additionally, the Sport section on eobuwie.pl was also dedicated to New Balance. Besides the recommended product categories, there was also inspiring and educating content – video tips for beginner runners.
On-site banners & direct marketing
Our main activities dedicated to New Balance were also complemented by standard formats, such as on-site placement and direct marketing communication. Banners on eobuwie.pl – part of our retail media offer – helped to increase awareness and reach, while dedicated mailing aimed to strengthen customer loyalty.
Campaign results
Our multichannel campaign, with product-oriented and consistent communication, had a positive impact on the New Balance sales on eobuwie.pl. Sales of the brand’s products in the running category increased twice during the campaign. The best-selling product promoted in the campaign showed an impressive sell-through rate of 70%.
We will soon come to you with more case studies on the most interesting advertising campaigns with fashion brands. Follow our blog to stay up to date!
