The sportswear company introduced a new line of shoes with a sophisticated campaign that targeted different points along the purchase journey.
Kick-starting online and in-store sales
We were born to move. New Balance believes in that simple truth and makes products that support it. Founded in 1906, the multinational sportswear company’s mission is to help athletes of every level achieve fitness goals and maintain a healthy lifestyle.
The Boston-based company wanted to create brand awareness for their new line, the Fresh Foam Collection of running and training shoes. To introduce the Fresh Foam Collection, the team wanted to run a campaign that would reach their target audience of active females, generating purchase consideration and online sales through wholesale partners and the New Balance website.
The company also wanted to run a memorable campaign that would achieve strong ad recall so that people who chose to shop offline would remember the ad throughout their path to purchase.
We wanted to debut the Fresh Foam Collection on Pinterest so that we could connect with our target audience when they were still in the discovery and consideration phases of buying new shoes. Being able to target people at various points in their purchase journey has been a game-changer for us. We couldn’t be happier with the results, both online and in-store.
Motivating the purchase journey
New Balance partnered with digital technology and creative agency HYFN to develop a comprehensive campaign to debut their Fresh Foam Collection.
HYFN created a strategy based on the customer journey, taking into consideration that people find products via multiple channels and multiple platforms, across multiple devices. The strategy had a three-pronged approach:
Used Promoted Pins to build awareness of the Fresh Foam Collection and product consideration of the Arishi style.
Created Pins that felt native to Pinterest and inspired the target demographic of active females.
Connected with the target audience (and their friends/followers) at various points along their purchase journey, from discovery to consideration to sale.
To connect with the right people at the right time, the team used the Pinterest API, as well as interest, keyword and actalike targeting. They used both Promoted Pins and Promoted Video Pins to deliver the right creative. Some Pins featured shoes from the collection in up-close product shots, while others showed women wearing the shoes in casual lifestyle scenes.
Double-digit lifts in purchase consideration
Running from July to September 2017, the Fresh Foam Collection campaign drove a record number of people to New Balance’s web properties. Sales surged both online and offline for New Balance’s owned channels, as well as their wholesale partners’ channels.
A Kantar Millward Brown Brand Lift Insights study measured similarly impressive results. The team saw a 7-point increase in message association, and there was a 13-point increase in purchase consideration among Pinners aged 35+.1
The study also reported an 11-point increase in purchase consideration among buyers of activewear in the three months leading up to the brand lift report.2
1–2Kantar Millward Brown Brand Lift Insights study, 2017
Published: 6 March 2019