“In real terms, the #STANCERUN European Street Art Tour campaign delivered close to $100k dollars of ROI. There is no other endurance sports agency or influencer marketing platform out there that we would consider working with.”
– Rich Philip, Head of Marketing, Stance EMEA
Ahead of launching the STANCE Performance products in Europe, the influencer-led ‘Street Art Tour’ generated 891 social media posts and a reach of >2.7 million. By raising brand awareness in London, Paris and Copenhagen running crews, the campaign had a ROI close to $100K.
CAMPAIGN GOALS
STANCE chose Freestak to help launch their premium performance socks (running, cycling and adventure) on the European Market. The campaign aimed to engage influential communities of urban runners and activate retail partners in three key locations in Europe (London, Paris and Copenhagen). The main KPIs were brand awareness and demand generation in advance of the products launching on those markets.
STRATEGY
We devised the European Street Art Tour as a way to engage with influencers with suitable brand affinity with STANCE’s ethos of ‘curating originality’. We invited 250 influencers, including representatives of the 9 most influential urban running crews in Europe, to discover Street Art through a 1h guided run followed by a party.
All guests were equipped with one pair of STANCE socks prior to the event for pre-event social media acHvaHon, and another pair for the Street Art runs. The runs and events were covered by a professional photography/ video team. The events started/finished at STANCE’s would-be key retail partners.
KEY OUTCOMES
Successful events in London, Copenhagen and Paris allowed to position STANCE as the new sock brand of choice and garner far-reaching social media coverage with their key demographic of creative ‘punks and poets’.
Through product seeding, we achieved targeted exposure with members of 9 of the most influential urban running crews in Europe. And with 891 pieces of content created and 2.7m impressions, the events were not only a platform for the physical launch of the product in Europe, but also the digital activation of the brand.
The campaign achieved the dual goal to create demand amongst potential customers, and to activate would-be key retail partners, allowing STANCE to exceed their turnover targets in their first year on the European market.
“The European Street Art Tour represents everything we stand for as a brand; through this programme we are able to share our passion for running, open people’s minds, allow people to express themselves creatively and combine art and technology. We love breaking the mold and individualism so it was great to see so many different designs of Stance socks out on the run yesterday. This run also represents the culmination of a year of work to get Stance stocked in Europe’s more progressive running stores”
– Sales Director for Stance Europe, Jon Stevens
KEY CAMPAIGN RESULTS
Digital Activation / Influencer Engagement / Content Generation / Press Coverage / Retail Partners.
2.7 m reach / 891 content posts / 6 publications / 4 new retailers.
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