Brooks Campaign
For Brooks, we planed on making the shoe company more well-known. With having to file bank-rupcy almost twice, Brooks needed our help to get more out there. Our plan was to make these shoes more known not just with runners, but for everyone. When looking through reviews about Brooks, you only read about people who love running. Lemon Nectar was planning on putting out more advertisements to people from the ages of 15-25 years old so more people know about this amazing company. Now a days, many people use social media every day, and we wanted to make it our mission to use specific social media platforms to target our buyers. The social media platforms we used included the following: Instagram, Snapchat, Twitter, Facebook, YouTube and Influencers. After displaying our advertisements across multiple social media platforms, many people saw our publication and wanted to see what Brooks shoes were all about. Typically, when someone sees an advertisement on one of these social media platforms one will want to discover more about the company.
*This project was done independently with a group for an advertising class.
Scope
For our campaign strategies and tactics, Lemon Nectar has decided to partner with various brands, companies, Universities and influencers. For example: Instagram, Quinnipiac University, Fairfield University, Sacred Heart University, Yale University, Spotify, NBC, OrangeTheory, and Tyler Cameron and Natalie Uhling. With the help and support of these companies, brands and influencers, Brooks will have a successful brand awareness to promote the launch of their shoes in 2020. In addition, agency Lemon Nectar will develop various social media contests with the help of influencers such as Tyler Cameron and Natalie Uhling. We are willing to the idea by expanding contests and having these influencers to promote the running shoes by either partnering or establishing a new face for the shoes. Besides Instagram advertising, Brooks will also be having Facebook advertising.
Communication Analysis
While looking at Brooks Running shoe’s Youtube page, we realized that they do not post very often. Most of the recent videos includes an animated video of a Brooks Running shoe and explains with written words what the parts of the shoe does. Below is the companies Youtube page which shows how inactive they are. To the right of the photo is Brooks Instagram page. Yet again, they have not posted as often like their competitors. The last time they posted was 3 days ago and the caption was “New York moves fast. These move faster. The NYC #Ghost12 are so soft and smooth, it’ll take you running from Staten Island to Manhattan before you can yell ‘‘ey! I’m running here!’” (Brooks). With the New York City Marathon coming up, we understand why they chose this caption, but instead of just showing one of their shoes for the marathon they should keep posting more about how all their shoes are more useful.
Campaign Vision
Brooks is changing our message to appeal to a young, fashionable audience. We will be focusing on the dichotomies of being smart and beautiful because who doesn’t want to be beautiful and smart? Brooks shoes will be rebranded to be more appealing, fashionable shoes, that are the best for your body too. This would make consumers question, why not Brooks? We will be using a slogan of “Run Smart, Run Beautiful” to appeal to this audience and bring that recognition to Brooks shoes. By having famous, attractive celebrities wearing the sneakers, they will be seen as more fashionable and popular. Tyler Cameron will be our main influencer, wearing Brooks shoes in campaigns and social media posts, as well as in his everyday style. Natalie Uhling will be our female influencer, Uhling is also a trainer from New Hampshire, allowing for trust from the audience. With these two smart and beautiful influencers, the Brooks brand will be seen as an appealing, smart choice of sneaker.
Target Market Analysis
15-25 year olds
Men and women
Living in the United States
Primarily speaking English
Married or unmarried
Anyone who is athletic
Has a well paid income
