ASICS RUN TO 20
The ASICS GEL-Nimbus® has a cult-following among core runners. With every new edition released, fans want to learn as much as they can and see them in action. We needed to play on this excitement for the launch of the GEL-Nimbus® 20 on social, highlight the innovative technology within, and ultimately drive purchase on ASICS.com.
We casted the East Van Run Club in Vancouver and shot an energetic product video starring 20 real runners in 20 pairs of GEL-Nimbus® 20’s. Our Run To 20 celebrates the evolution of the shoe while reassuring fans of improved product benefits.
Celebrating
a Milestone
Prior to going live with the Run To 20 spot, we teased the launch on social with interactive product posts (including Press & Hold Facebook posts and tap-to-reveal Instagram stories) to slowly unveil the 20th edition shoe.
The Second Lap
After launch, we repurposed footage from the Run To 20 shoot to create micro content on social. This allowed for a cost-effective way to continue celebrating the GEL-Nimbus® 20 in Boomerangs, GIFs, and IG Stories.
RESULTS
256% Return on Ad Spend
Across Social Platforms
4,256,707+ total impressions to date
90,196+ total engagements to date
243,248+ total video views to date
Surpassed the industry standard conversion rate on Facebook by 10%
Drove a 26.36% conversion rate on Instagram
Top organic IG post of the year in terms of engagement (23,784 likes – twice as many as the brand’s average top performing post)
CREDITS
Agency: Critical Mass
Group Creative Director: Rina Mallick
Creative Director: Michelle Underwood
Art Director/On-Site Creative Lead: Robert Navarro
Copywriter: Kelsey Alfredson
Photo/Video: Sherpas Cinema
Talent: East Van Run Crew