Case studies
Reebok: Creating visibility in trade media
B2B PR comms to launch of Reebok.com website and mobile campaign
Brief
Elemental were appointed directly by Reebok to undertake business-to-business (B2B) PR across France, Ireland, United States and the UK. The campaign was to raise awareness of the website launch of Reebok.com. To effectively communicate the point of difference with the new Reebok.com website to peers, stakeholders and partners. Following that campaign, to raise awareness of the brands mobile campaign Rajon Rondo, developed by a UK mobile marketing agency.
Approach
Off and online PR, social media and blogger outreach on a regional and local level, to ensure communications were appropriate for each market. Integrated PR efforts so that news was appearing seamlessly off and online and across blogs at the same time in each of the countries. Social search was also undertaken to increase visibility in search engines for the brand, and an element of social media and blogger outreach to connect with online influencers.
Impact
Achieved a vast amount of coverage in B2B media in each market, in the UK this included Marketing, New Media Age (NMA), BrandRepublic and double page spread in Computer Arts Magazine. A total reach for both campaigns was over 750,000, and there were significant spikes in traffic to the website and uptake in the Rajon Rondo campaign as a direct result of PR.
Tags: Reebok, sports apparel, fashion, sports fashion, football, running, athletics, adidas, B2B, pr, social media, blogger outreach