Reebok targets millennials driving sneaker culture in India with #ReebokSneakerFest campaign
Reebok has teamed up with several sneaker enthusiasts for their #ReebokSneakerFest campaign, which was made to promote the SneakerFest 2.0 brand sales event. The brand targets young people, primarily those between the ages of 14 and 30, and it has boosted coverage on Instagram thanks to “sneakerheads”.
The campaign has a reach of over 500 million and the brand is estimated to have spent between Rs 8 and 10 Lakh on it.
Reebok has partnered with social media influencers, or sneakerheads, like Anisha Sethi, Shereen, Zerxes Wadia, Shakti Singh Yadav, Anushka Menon and Kayaan Contractor. Most of the influencers used for the campaign were between 18 and 30 years old, this works perfectly for the brand as the product targets millennials.
Kanika Nijhawan, Brand Director, Reebok India, said the sneaker market in India is growing continuously. With their changed lifestyle, people want to merge style and flexibility and this is where the full power of the brand is unleashed.
“Now we can very well see how sneakers, which were primarily designed for sport/exercise, are now widely used for everyday casual wear for the comfort and style they provide. Speaking of SneakerFest 2.0, since it was primarily an online and social initiative, we were primarily targeting millennials who are driving the growth of Sneaker culture in India,” she said.
To further push the fusion between style and sport, the campaign included a lookbook activity where influencers were seen incorporating sneakers with their personal everyday styles/looks.
According to Vishal Mehra, Digital Head – North, DDB Mudra Group, “Although we see a lot of influencer marketing activations, our idea of creating a lookbook was a subtle way to enlighten people on the distinct looks they can actually relate to, and try it on realistically while wearing the same sneaker.We filtered big-name influencers to show different looks and the activity became more of an initiative than an activation to connect with the audience and communicate about the tons of looks they can create by repeating the same sneakers and even the same outfits.
Mehra added that the brand’s brief focused on increasing the sale of sneakers and also asked them to creatively capitalize on a zero-discount window in the e-commerce space and drive user traffic there. .
The influencers were chosen keeping in mind their love for sneakers and their actual “sneakerhead” size. Mehra said the goal is to make SneakerFest 2.0 – the biggest sneaker sales campaign for Reebok by the end of the year.
Some Instagram posts from the campaign