The purpose of this integrated campaign was to increase brand awareness, familiarity and social engagement with Finish Line and change people's perception that it is an underdog in the category.
Finish Line is the "David" to Foot Locker's "Goliath." But the simple truth remains - true currency in the shoe market is having the freshest shoes. Since Finish Line couldn't outspend, we had to help them out-fresh. We created the "Shoes So Fresh" campaign that let everyone know Finish Line had the latest and greatest.
The campaign conceptually reinforced the idea of "fresh" and also referenced an element of sneaker culture. Every element represented the one-upping, hyper-competitive nature of sneakerheads.
Since we launched our campaign there's been a 193.1% Brand Interest Lift, 53.2% Brand Ad Recall Lift, 11.1% Brand Awareness Lift, 23.8% Brand Awareness Lift amongst females and 69.5% Ad Recall Lift amongst males. We also received a "Best in Class" Google benchmark.
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