Role: Creative Strategy, Design, Animation
Programs used: Photoshop, After Effects
Campaign Objective
New Balance’s Fresh Foam campaign was designed to drive product awareness, purchase consideration, and sell-through of the Fresh Foam line of shoes for the Cruz and Arishi styles. The multi-platform execution across Facebook, Instagram, Snapchat, and Pinterest had allowed New Balance to reach target user segments at multiple touchpoints during the consumer journey, driving results for New Balance-owned and wholesaler channels.
Creative Strategy
Our approach consisted of sequenced campaigns over a four month period, promoting two distinct products to two separate target consumer groups. We designed a measurable social strategy aligned with today’s cross-device and cross-platform consumer journey, positioning the execution to deliver against online and offline sales objectives. The overall effort was comprised of three phases focusing on awareness, consideration and purchase, effectively capitalizing on ad products best suited to deliver brand messaging.
Social Execution
Leveraging available brand assets, influencer content, and in-house production, we designed and delivered New Balance’s first made-for-mobile ads across Facebook, Instagram, Snapchat and Pinterest. This included full-vertical videos, microsite-like Facebook Canvas units, and Pinterest Promoted Video Pins—all aligning best-in-class creative with best-in-class paid social execution to boost performance and expand the footprint of the campaign.
