Brief – Launch the new 247 shoe on the Scandinavian market.
Solution – Key to this launch was a partnership with a strong profile – someone who is always on the go and has things going on 24/7. We carefully selected profiles – Swedish model and artist Klara Kassman, and Danish twin models, Cecilie and Amalie Moosgaard – who were a perfect fit for New Balance and the 247 shoe.
Together with global content, we produced localized assets, both still and video, to push through bought and owned channels online. We designed and developed campaign websites for our partners, and all traffic was pointed to a specially selected local retail partner in each market. The campaign also included a strong social activation: the selected profiles dedicated their Instagram stories to the launch for 24 hours, and followed up with additional posts in the weeks following the launch to keep the campaign active. In collaboration with our PR partner, we executed a successful seeding campaign with hand-picked profiles.