LEFT & RIGHT BLOGGER OUTREACH by Amsterdam Worldwide for Asics

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LEFT & RIGHT BLOGGER OUTREACH

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Netherlands
Agency Amsterdam Worldwide
Creative Director Andrew Watson
Art Director Rickard Engstorm
Copywriter Dan Goransson
Producer Samantha Koch
Released April 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ASICS
Product/Service: SPORTSTYLE FOOTWEAR
Agency: AMSTERDAM WORLDWIDE
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: AMSTERDAM WORLDWIDE, THE NETHERLANDS
Entry URL: http://leftright.asics.eu/?paged=7
Executive Art Director: Richard Gorodecky (Amsterdam Worldwide)
Creative Director: Andrew Watson (Amsterdam Worldwide)
Copywriter: Dan Goransson (Amsterdam Worldwide)
Art Director: Rickard Engstorm (Amsterdam Worldwide)
Planner: Ben Jaffe (Amsterdam Worldwide)
Producer: Samantha Koch (Amsterdam Worldwide)
Business Development Director: Nicolette Lazarus (Amsterdam Worldwide)
Account Manager: Liana Pekelharing (Amsterdam Worldwide)
Managing Director: Michiel Dekkers (Freedom of Creation)
Creative Director/Founder: Janne Kyttanen (Freedom of Creation)
Marketing Director: Michael Price (ASICS Europe BV)
Communications Manager: Maximilian Keen (ASICS Europe BV)
Digital Communications Manager: Raphael Mazoyer (ASICS Europe BV)
: Torben van der Voorn (ASICS Europe BV)
Digital Project Coordinator: Mairead White (ASICS Europe BV)
Media placement: Social Media - Blogs - 20 April 2009

Results and Effectiveness
Pre-season orders rose 18% (13% above target) and, in addition to blog coverage, Twitter and Facebook engaged over 200,000 people. In an unexpected but welcome twist, one blogger persuaded the others to exchange their pieces for limited-edition SportStyle sneakers. He reunited the Left and Right halves, displaying the completed models at Bread & Butter, Europe's biggest fashion fair (attendance 90,000), generating free exposure worth millions. Today, the bloggers continue to promote ASICS daily across the world's coolest blogs. From a campaign costing just €8,000, we created self-generating coverage and long-term advocacy from these important influencers.

Creative Execution
Using rapid prototyping, we created 10 iconic objects from the 80s, including a DeLorean car and Rubik’s Cube. Separated into Left and Right halves, they were randomly paired, cast into a breakable cage with a personalised message, and posted to the bloggers. To complete their one-off piece, bloggers had to search the blogosphere, enlisting the help of their readers, followers, friends and peers. Each and every person touched by the process - whether via a tweet, Facebook message, Digg and of course, the blog network - became a channel in the treasure hunt that spanned 38 countries, 29 languages and hundreds of thousands of potential customers.

Insights, Strategy & the Idea
Despite its sports heritage and retro cool, ASICS SportStyle is a relatively unknown in the competitive sport-fashion arena. With an economy in decline, our objectives were to: 1. Increase ASICS SportStyle pre-season orders by 5%. 2. Foster advocacy for ASICS and deepen understanding of the 'What's a left without a right?' print campaign. With a budget of only €8,000, we could not afford to shout. Instead, we invited our audience to be part of the idea itself. Our target market are the dynamic, twenty-somethings who use the web to stay in-tune with cultural movements, fashion, and technology. So we turned to the most influential amongst our target, handpicking and engaging the world’s coolest street-style bloggers in the hope that they would become brand advocates. The idea required them to co-operate and communicate across borders and languages, a rare occurrence as bloggers usually work independently.