Background – At the beginning of 2018, New Balance Scandinavia was taken up as a part of New Balance’s global organisation. In Scandinavia, brand awareness has been low, with New Balance being seen as either a very nische running brand, or a very broad lifestyle brand. New Balance wanted to strengthen its brand and presence on the Swedish, Danish and Norwegian markets and looked for an agency with a data-driven approach and real digital expertise, that they could partner with from strategy to implementation and follow-up. They chose to partner with SPLIT Stockholm.
To transform the brand’s image in Scandinavia, New Balance needed a comprehensive marketing strategy to “translate” global plans into a blueprint to take on the Scandinavian market. New Balance has a strong global brand and clear campaign concepts, but they needed to be adapted to appeal to Scandinavian audiences.
Solution – We began by gaining a clear understanding of New Balance’s Scandinavian market and of local target groups. Detailed market research, including consumer interviews and interviews with New Balance staff, was carried out. In addition, an audit of ongoing marketing, including collaborations with ambassadors and athletes, was completed.
Then we formulated a plan of attack that was iterated and refined together with New Balance Scandinavia. This three-year plan includes communication platforms, developing strategies and guidelines for working with influencers, and tactical plans for key launches. Campaign plans include promoting the brand and specific shoes via influencers, videos, social media marketing, community-building, presence at sporting events, own launch events etc. Activities span the range of our full-service offering including strategy development, media production, a campaign- and media planning etc. Execution of the strategy began in the first half of 2018.