Activating a multi-channel product campaign in the sports/outdoor sector with Hoka One One
Context
Hoka One One is a French sports equipment manufacturer specialising in sports footwear for trail running, long-distance running and athletics. "Hoka One One" literally means "to soar over the earth" in Maori, which is what makes the brand's shoes so special: their large soles provide plenty of cushioning while remaining lightweight.
The launch of this Speedgoat model - a trail shoe - takes up the brand's codes. The model draws its inspiration from the famous Karl Meltzer, the living legend of ultra-trail running.
In collaboration with Alltricks (a specialist e-commerce site), Hoka One One wanted to announce the arrival of this new product in France, Italy, Germany and Spain.
Solution
To fully exploit the potential of this co-branding, it was essential to ensure that consistency throughout the advertising campaignon both partner media and the e-commerce site. The aim of this strategy was to provide a consistent experience for consumers in every country.
The combination of advertising on social networks and an affiliation programme has proved to be very effective. be a winning strategic approach. Advertising on social networks enabled us to reach our target audience quickly and effectively, creating high visibility right from the launch. At the same time, advertising on partner media sites broadened the scope of the campaignby relying on audiences that were already engaged and relevant to the product. This two-pronged approach guaranteed a constant flow of new customers, thereby optimising return on investment.
The Alltricks e-commerce site has also played a central role in this strategy, offering an enhanced presentation Speedgoat (quality product sheet and onsite advertising trail), reinforcing the credibility of the product and facilitating the immediate transition to purchase.
By teaming up side by side, Hoka One One and Alltricks have built a powerful and coherent advertising campaignmaximising the impact of this new product on European markets.
What has been done
- Dedicated landing page on the Alltricks website
- Highlighting the Speedgoat in dedicated sections on the Alltricks website
- Newsletter for Alltricks subscribers
- Blog article on the Alltricks website
- Sponsored campaign on the Facebook and Instagram social networks
- Co-branded advertising on the Wider Mag website
- Product training and testing for customer service
This work was carried out as part of a salaried position at Alltricks as Trade Marketing Manager.
