Sportswear model New Stability has partnered with GroupM to redefine sustainability by driving a journey of constructive transformation in Hong Kong, with the launch of its newest 574 Inexperienced sneakers.
To encourage folks to contribute to this widespread trigger, New Stability Hong Kong invited Ruby Lau, life-style reporter and influencer, to discover three teams of abnormal folks within the metropolis who’ve modified their lives. their lives in the course of the lockdown and share their private tales of how they found a lifetime of “new stability” on social media.
Interviewees, corresponding to an area artist, barista and indie band, have been launched to their constructive modifications to the tradition, nature and soul of the town. To have interaction much more with each client, the model enhanced the marketing campaign with unique affords on eCommerce.
Within the first video, native barista Ah Yat is making espresso and exploring Peng Chau in New Stability’s newest 574 sneakers and shirt, demonstrating his ardour for espresso and his dream of turning into knowledgeable. turn out to be a bartender. On the finish of the video, he encourages Hong Kongers to push boundaries and comply with their very own passions.
Within the second video, native artist Wai Wai describes the Star Ferry in Hong Kong, saying she desires to behave as a bridge to carry again shared recollections for Hong Kongers.
Commenting on the marketing campaign, Vivien Yau, normal supervisor of New Stability HK, and Yoki Cheng, advertising and marketing director of New Stability HK, mentioned, “We wish to acknowledge the nice effort of GroupM and New Stability Hong Kong on this regard. Exploiting alternatives empowers folks to comply with their passions, uphold the spirit of perseverance and create constructive modifications in communities.”
“We’re delighted to accomplice with GroupM in Hong Kong, who’ve taken the lead on this marketing campaign, offering the inspiration for these really inspiring conversion tales, in addition to an built-in client expertise. faucet into our understanding of Hong Kong,” Yau mentioned.
She added that though the marketing campaign was a “small-budget on-line marketing campaign,” the implementation garnered round 15.4 million impressions, 95,000 clicks, and 172,000 views, and helped drive gross sales. of 574 Inexperienced sneakers up 15% in simply two weeks.
Clay Sen, marketing campaign lead and answerable for the staff’s search engine marketing, CRO and Content material features in Hong Kong, added: “We’re honored to accomplice with New Stability on their Inexperienced 574 marketing campaign. From the second we have been launched, we demonstrated not solely our understanding of the distinctive nuances of Hong Kong, but additionally the flexibility of our product choices and expertise. at GroupM – it is a really omnichannel marketing campaign that blends the very best of content material, creativity, search, eCommerce, media and technique, all of which work in concord. one another to attach with the town.”
Caroline Chan, CEO of GroupM Hong Kong, mentioned the marketing campaign completely covers GroupM’s evolution from a media accomplice to a totally built-in, complete progress accomplice of New Stability. . “The work additionally highlights the staff’s ingenuity in combining New Stability’s enterprise challenges with client insights to create revolutionary options that incorporate the corporate’s high-quality communications technique.” With our revolutionary content material and manufacturing capabilities, we shut the buyer loop and drive conversions – an actual step ahead for media retailers,” added Chan.
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