Objective:

Connect with a younger target (18-34 year olds) and turn current brand health measures, which were trending downward, into positive perceptions about the brand.

Target Audience:

Both male and female under 20-39

How Magazines Were Used:

We needed to be present when our target was thinking about his or her running rituals - and the monthly reading of key running and sports magazines are a big part of that ritual. Print advertising gave us the opportunity to speak directly to each type of runner about his/her unique struggles and the New Balance product strengths that would help them love running more.

Results:

The LOVE/hate campaign strengthened youn peoples's perceptions of New Balance across key brand health measures that focus on relevance and image of the brand. Increased measures such as "Understands my relationship with Running." "Helps me train for my Sport," and "innovative" ranged up to +13%.

Industry Awards:

Other Recognition:

Comments: