How Reebok leverages data to understand customers and steer brand perception
How Reebok leverages data to understand customers and steer brand perception
Data-driven customer and market analysis and a creative concept based on customer insights were the keys to Reebok’s success when launching the Kinetica sneaker.
Data-driven customer and market analysis and a creative concept based on customer insights were the keys to Reebok’s success when launching the Kinetica sneaker.
Key Figures
25m
viewable impressions
430,000
PDP views
Winner of the ZMS Partner Award 2021
Reebok recently won the Data-Driven Category in the ZMS Partner Award 2021 with their Kinetica campaign. The Partner Award “Marketing Excellence 2021” highlights outstanding and innovative campaigns that Zalando partner brands developed and ran together with Zalando Marketing Services.
We managed to enhance our brand perception. It convinced me that you can't enter into a campaign and expect success unless you're starting from a point of understanding.
Josephine Walters, Senior Brand Director at Reebok
The Strategy
Together with ZMS and its Insights team, Reebok developed a detailed market intro strategy to enhance their brand image around younger, trendsetting customer groups.
Reebok also tasked the ZMS Creative team with creating content that really spoke to the target group. The creative concept was brought to life by two young hyper trendy creators who went around the coolest spots in Marseille powered by the energy of the Kinetica shoe. The creatives resulted in an eye-catching stop motion light painting animation, making the invisible visible.
Focusing its budget spend primarily on engagement, awareness and campaign results ensured that Reebok successfully reached new consumers through Youtube and SEA placements, while addressing existing consumers through paid social.
Leveraging insights to improve brand perception
1: ZMS Insights conducted a survey of over 4K respondents. The respondents comprised of customers who bought Reebok on Zalando, customers who bought Reebok’s competitors, and customers who bought Kinetica lookalikes on Zalando in the past 12 months. Lookalike products are selected based on the collaborative effort of Zalando Fashion DNA machine learning algorithm and Reebok. Respondents were asked questions to assess their consideration of Reebok, the likeability of the Kinetica model, the likeability of certain advertising images around the shoe, the likeability of the concept idea, and their motivation to buy based on the concept.
2: The ZMS Insights team then broke the respondents down into 6 sneaker buying types based on the survey data. These segments were used to analyze their specific brand and product consideration, as well as for concept and creative testing. This helped highlight which sneaker persona group the product and creative concept would resonate most with.
3: ZMS then developed a detailed marketing strategy with a concept based on the key insights of the consumer study. The results showed that we could enhance Reebok’s brand image around the young trendy consumer, since the zTypes segments “Cultured Elites, Preppy Strivers and Street Snobs” contributed to almost 50% of Kinetica lookalike product buyers.
Thanks to the data analysis, Reebok was extremely well-positioned to launch the Kinetica shoe on Zalando.
In Detail
Founded in |
1895 |
---|---|
Goal |
Successful launch of Kinetica sneaker |
Categories |
Men, Women |
Services mentioned |
ZMS |
Employees |
>9K |
Based in |
Boston, USA |