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Iris > 实例探究 > #BreakTheStandard:Reebok MYT 活动推动销售并赋予西欧女性权力
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Reebok's #BreakTheStandard Campaign: A Blend of IoT and Social Media Marketing

适用行业
  • 服装
  • 零售
适用功能
  • 销售与市场营销
挑战
Reebok 希望展示他们的新服装系列 Reebok MYT,并与西欧消费者建立文化联系。
关于客户
锐步是本次活动的客户。他们是服装行业的知名品牌。
解决方案
#BreakTheStandard 活动旨在突出该系列的包容性和混搭性质,同时激励观众引领而不是跟随。巴黎、柏林和伦敦的真实女性,包括乔丹·邓恩 (Jourdan Dunn),都被选为演员,并被鼓励在拍摄期间塑造自己的风格。该活动通过印刷、户外、零售、数字和社交媒体等多种渠道进行。
运营影响
  • The #BreakTheStandard campaign resulted in an authentic depiction of city-specific style and sentiment. It not only drove sales but also delivered a positive message to the standard-breaking women of Western Europe. The campaign successfully articulated the key propositions of the MYT collection and established a cultural connection between the collection and the consumers. It also successfully broke through outdated paradigms, showcasing the inclusivity and mix-and-match nature of the collection, and inspiring the audience to lead rather than follow.

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