K-Swiss: The Board
Social Media
Web Design
Marketing Strategy
Project Overview
THE CHALLENGE With stylish shoes and an aging audience, K-Swiss found an opportunity to fill a void for an underserved audience of trendsetting, entrepreneurial Millennials. THE SOLUTION It started with a simple insight: many Millennials regard the traditional pro athlete and rock star as irrelevant. They aspire to be a new kind of superstar — an entrepreneur. With that in mind, the K-Swiss Board of Directors campaign was born — an “influence the influencers” approach designed to let entrepreneurial Millennials reset the brand themselves. Electronic dance music pioneer Diplo would be the chairman, leading 100 of these aspiring entrepreneurs through a series of assignments that would shape the reinvention of the K-Swiss brand. As the strategic design and technology partner, Hanson Dodge brought the campaign to life with a multi-platform approach that appealed to the new K-Swiss target. As Hanson Dodge dug in, it became apparent that a technology tool alone wasn’t enough. K-Swiss needed a new level of engagement across a wide range of social media. Hanson Dodge scaled up and developed a global digital ecosystem designed to shift the impression of the brand socially and generate the traffic needed for The Board campaign to be successful. THE RESULTS In the first weeks alone, thousands of highly connected and socially active young entrepreneurs from over 115 countries applied to The Board and amplified K-Swiss' message to their followers. As a result of Hanson Dodge's work in conjunction with other partners, K-Swiss’ The Board was covered by scores of media and received 180,000,000+ impressions in social and digital media. Thanks to a strong partnership with Hanson Dodge, K-Swiss is well on its way to new clarity, meaning and relevance to a young and influential audience. More results: - 8,000+ applications - 200,000+ consumers engaged - 350,000+ visits to The Board website - 40% social community engagementClient
K-SwissTags
K-Swiss
Social Media
The Board
Diplo
Website Design
Digital Marketing
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