At Reebok, we see it as our purpose to inspire people to be their absolute best. As a women-first brand, we aim to foster connections with female consumers and authentically showcase Reebok through meaningful stories and experiences. Our fast-paced Newsroom is uniquely positioned to "hack the news" through timely, relevant activations. We're also emboldened to join conversations and movements that are important and relevant to our audience.
Reebok had a chance to weigh in when Senate Majority Leader Mitch McConnell interrupted Elizabeth Warren on the Senate floor.
As the incident gained more attention, the Reebok Newsroom put the tagline "Nevertheless, She Persisted" on shirts in support of Senator Warren. They were made available on Reebok.com with $100,000 in proceeds going to charity.
We worked with our designer to concept, design, approve, and develop the shirts in one day, all during a New England snowstorm that shut Boston down. To ensure we reached our women-first audience and controlled the message, we created a comprehensive plan across social, digital, content, and PR.
This campaign was entirely earned and organic, receiving zero paid support. All social feeds pointed back to a blog post that told our story in full — why we were donating, who we were donating to, and we included a statement from our VP who had marched on Washington earlier that year.
Consumers reacted exactly how we wanted them to. The "Nevertheless, She Persisted" shirt was sold out in less than six hours and drove thousands to Reebok.com. Most importantly, 80% of the traffic to the site that day had NEVER been to Reebok.com before, and more than 3,000 new consumers signed up for future emails from the Reebok. The campaign received press coverage in nearly every top media outlet.
The campaign received zero paid support, relying entirely on earned media and organic traffic.