+312% engagement in 90 days
A performance running brand launched into a feed already full of running brands. We made the shoe the least interesting thing in the post.
- 2.1M
- reach in launch week
- 18.4K
- UGC posts in the quarter
- 4.6x
- return on ad spend
- Content Production
- Creator & Community
- Paid Social
Services
The challenge
Nova had a great shoe and no story. Every competitor was posting the same slow-motion stride on a track at golden hour. The brand had 3,000 followers, a launch date in ten weeks and no content team.
The approach
We shot the launch like a documentary about people who run at 5am, not about a product. Thirty-two creators in eight cities were briefed on one idea: show us the part of the run nobody posts. Paid social ran the top ten organic performers within 48 hours of them proving themselves.
The outcome
Engagement rate climbed from 0.9% to 3.7% in ninety days. The 5am format became the brand's house style and is still running. Launch stock sold through in six weeks against a twelve-week plan.
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