ASICS FRONTRUNNER ASICS FRONTRUNNER 2018 · —ASICS FrontRunner Why does it work? • Not only...
Transcript of ASICS FRONTRUNNER ASICS FRONTRUNNER 2018 · —ASICS FrontRunner Why does it work? • Not only...
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— ASICS FRONTRUNNER2018
— ASICS FRONTRUNNER 2018
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BE THE LEADING AND MOST AUTHENTIC GLOBAL RUNNING
COMMUNITY AND GET 10 MILLION PEOPLE MOVING BY 2020.
— OUR MISSION
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Community
Marketing
Vs.
Influencer
Marketing
Vs.
Influencer
Communities
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— Influencer Advertising vs.
Influencer Relations
ADVERTISING RELATIONS
CHARACTERISTICS
Short-term
Tactical focus
Influencers as media outlets
Long-term
Strategic focus
Influencers as partners, clients,
fans
OBJECTIVES
Reach
Awareness
Conversion
(i.e. Sales)
Relationship building with
influencers, trustworthy brand
ambassadors, building anchors in
thematic community
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— 3 Main Objectives Of Influencer
Communities
CONTENTCREATION
GENERATINGREACH
BRANDAMBASSADORS
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— Strategic Approaches
IMC
ALWAYS ON
ON DEMAND
Public Relations Social Media
Paid MediaCampaigns
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— Pyramid of Influence
I KNOW IT
I LIKE IT
I LOVE IT
I LIVE IT
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I KNOW IT ESPN
Men’s Health
Runner’s World
Competitor MagazineGwen Jorgensen
Katharina Heinig
Cara Delevingne
Jan Erik Kruse
Kayla Itsines
ASICS Target GroupASICS Extended Target Group
CONSUMERS TRADITIONAL MEDIAINFLUENCERS
I LIKE IT
I LIVE IT
PA
SS
ION
, EX
PE
RT
ISE
, MO
NE
Y-
AN
D T
IME
INV
ES
T
ASICS Frontrunner/SMSB
I LOVE IT
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“Key question to me is:
When everybody is using
social media influencers
and everybody is using
Facebook, Instagram and
YouTube to do this, how
can we as ASICS stand out
and break Through?*
*Björn Hamacher, VP Marketing
AEB
— ASICS FRONTRUNNER VS. INFLUENCERS
Solution: Micro-Influencer Communities
✓ They reach niche markets
✓ they add unique voices to a brand conversation
✓ they’re cost-effective.
✓ Endorsements and recommendations from content
creators of this caliber are often perceived as more
authentic than those from influencers with millions of
fans and followers, because these spokespeople
haven’t “sold out.”
✓ GOAL: long-lasting, mutually beneficial partnerships.
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Become Nº1 brand in mindset of opinion leaders
and stimulate the mechanism of referral marketing:
✓ Create buzz, recruit and activate influencers
✓ Increase brand equity
✓ Raise trust, build confidence and brand
enthusiasm
✓ Be present and relevant for runners
✓ Tell authentic stories
✓ Creation of ASICS Content
✓ Social Commerce (Link to E-Com)
✓ Get the world Moving
— EXPECTED BRAND BENEFITS
SPONSORINGSOCIAL MEDIA /
COMMUNITY
EVENTSPRODUCT
TESTING
RUNNING
PASSIONONLINE
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— Influencer Communities 2017
SMSB
TARGET GROUP MEMBERS
FITNESS EXPLORER
GYM RATS
SQUAD LEADER
ASICS FRONTRUNNER
TARGET GROUP MEMBERS
RUNLOVER/FAST AND
FURIOUS
RUNNING SENSEI
ASICS TRAINING SQUAD
TARGET GROUP MEMBERS
DEDICATED WELLNESS,
GYM RATS,
FITNESS EXPLORERS
TARGET GROUP AUDIENCE
FITNESS EXPLORER
TARGET GROUP AUDIENCE
FAST AND FURIOUS
RUN LOVER
TARGET GROUP AUDIENCE
DEDICATED
WELLNESS, GYM RATS
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— Our Influencer Communities are
incorporating our Ambassadors of Movement
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- #IMoveMe Campaign Report
- ASICS FrontRunner have been the key-drivers of coverage, generating 47% of overall
engagement and 7 out of 10 best performing pieces of content
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MOVEI
ME
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MOVEMENT IS THE KEY TO GET THE MOST OUT OF LIFE
MOVEI
ME
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MOVEI
MEMOVE
I
MEMOVEI
ME
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MOVEI
ME
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MOVEI
ME
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MOVEI
ME
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MOVEI
ME
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MOVEI
MEMOVEI
ME
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— AEB APPLICATION PHASERESULTS 2017
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+ 56.000FOLLOWER ON FACEBOOK
52.000#ASICS FRONTRUNNERON IG
10+ MILLIONPEOPLE REACHED
40KDIRECT E-COM SALES
41.100APPLICANTS
+ 9.500FOLLOWER ON INSTAGRAM
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• 174.257 #ASICSFrontRunner posts
• 14 million people reached (unique)
• More than 23 million likes
(Source: hashtracking.com)
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— FACTS 2017— ASICS 24/7
Instagram, Facebook,
Snapchat
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— ASICS FrontRunner
Webpage build on Global CMS
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— NEARLY 50
ENDURANCE
MAGAZINE
COVERS
— TRIPLED OUR
INVEST AS PR VALUE
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— AS MODELS FOR HIGHLIGHT
PHOTOGRAPHY
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— ASICS FrontRunner
as (Own-) Retail
Coaches
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— ASICS FrontRunner
Why does it work?
• Not only sponsoring, it is a chance for beeing
part of the coolest running community
• Friendships and networking in the team
• 11 (!) ASICS Frontrunner couples in
Germany, first marriage in September 2016,
first baby in 2017
• ASICS Frontrunners have a voice, and direct
contact to ASICS
• Exclusive Events (runs and parties)
• PR contacts
• Blogger, topathletes, doctors and running
coaches all together in one team, everyone
gets a benefit out of it
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MOVEI
ME