The intended purpose of the online video, "Back to School" 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 currently 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 can'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. It represents the one-upping, hyper-competitive nature of sneakerheads. We wanted to put our brand on the tip of everyone's tongue. We didn't rely on traditional media. Instead we told our story online, where our audience lives.
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 a 69.5% Ad Recall Lift amongst males. We also received a "Best in Class" Google benchmark.
