ASICS FRONTRUNNER ASICS FRONTRUNNER 2018 · —ASICS FrontRunner Why does it work? • Not only...

— ASICS FRONTRUNNER2018

— ASICS FRONTRUNNER 2018

BE THE LEADING AND MOST AUTHENTIC GLOBAL RUNNING

COMMUNITY AND GET 10 MILLION PEOPLE MOVING BY 2020.

— OUR MISSION

Community

Marketing

Vs.

Influencer

Marketing

Vs.

Influencer

Communities

— Influencer Advertising vs.

Influencer Relations

ADVERTISING RELATIONS

CHARACTERISTICS

Short-term

Tactical focus

Influencers as media outlets

Long-term

Strategic focus

Influencers as partners, clients,

fans

OBJECTIVES

Reach

Awareness

Conversion

(i.e. Sales)

Relationship building with

influencers, trustworthy brand

ambassadors, building anchors in

thematic community

— 3 Main Objectives Of Influencer

Communities

CONTENTCREATION

GENERATINGREACH

BRANDAMBASSADORS

— Strategic Approaches

IMC

ALWAYS ON

ON DEMAND

Public Relations Social Media

Paid MediaCampaigns

— Pyramid of Influence

I KNOW IT

I LIKE IT

I LOVE IT

I LIVE IT

I KNOW IT ESPN

Men’s Health

Runner’s World

Competitor MagazineGwen Jorgensen

Katharina Heinig

Cara Delevingne

Jan Erik Kruse

Kayla Itsines

ASICS Target GroupASICS Extended Target Group

CONSUMERS TRADITIONAL MEDIAINFLUENCERS

I LIKE IT

I LIVE IT

PA

SS

ION

, EX

PE

RT

ISE

, MO

NE

Y-

AN

D T

IME

INV

ES

T

ASICS Frontrunner/SMSB

I LOVE IT

“Key question to me is:

When everybody is using

social media influencers

and everybody is using

Facebook, Instagram and

YouTube to do this, how

can we as ASICS stand out

and break Through?*

*Björn Hamacher, VP Marketing

AEB

— ASICS FRONTRUNNER VS. INFLUENCERS

Solution: Micro-Influencer Communities

✓ They reach niche markets

✓ they add unique voices to a brand conversation

✓ they’re cost-effective.

✓ Endorsements and recommendations from content

creators of this caliber are often perceived as more

authentic than those from influencers with millions of

fans and followers, because these spokespeople

haven’t “sold out.”

✓ GOAL: long-lasting, mutually beneficial partnerships.

Become Nº1 brand in mindset of opinion leaders

and stimulate the mechanism of referral marketing:

✓ Create buzz, recruit and activate influencers

✓ Increase brand equity

✓ Raise trust, build confidence and brand

enthusiasm

✓ Be present and relevant for runners

✓ Tell authentic stories

✓ Creation of ASICS Content

✓ Social Commerce (Link to E-Com)

✓ Get the world Moving

— EXPECTED BRAND BENEFITS

SPONSORINGSOCIAL MEDIA /

COMMUNITY

EVENTSPRODUCT

TESTING

RUNNING

PASSIONONLINE

— Influencer Communities 2017

SMSB

TARGET GROUP MEMBERS

FITNESS EXPLORER

GYM RATS

SQUAD LEADER

ASICS FRONTRUNNER

TARGET GROUP MEMBERS

RUNLOVER/FAST AND

FURIOUS

RUNNING SENSEI

ASICS TRAINING SQUAD

TARGET GROUP MEMBERS

DEDICATED WELLNESS,

GYM RATS,

FITNESS EXPLORERS

TARGET GROUP AUDIENCE

FITNESS EXPLORER

TARGET GROUP AUDIENCE

FAST AND FURIOUS

RUN LOVER

TARGET GROUP AUDIENCE

DEDICATED

WELLNESS, GYM RATS

— Our Influencer Communities are

incorporating our Ambassadors of Movement

- #IMoveMe Campaign Report

- ASICS FrontRunner have been the key-drivers of coverage, generating 47% of overall

engagement and 7 out of 10 best performing pieces of content

MOVEI

ME

MOVEMENT IS THE KEY TO GET THE MOST OUT OF LIFE

MOVEI

ME

MOVEI

MEMOVE

I

MEMOVEI

ME

MOVEI

ME

MOVEI

ME

MOVEI

ME

MOVEI

ME

MOVEI

MEMOVEI

ME

— AEB APPLICATION PHASERESULTS 2017

+ 56.000FOLLOWER ON FACEBOOK

52.000#ASICS FRONTRUNNERON IG

10+ MILLIONPEOPLE REACHED

40KDIRECT E-COM SALES

41.100APPLICANTS

+ 9.500FOLLOWER ON INSTAGRAM

• 174.257 #ASICSFrontRunner posts

• 14 million people reached (unique)

• More than 23 million likes

(Source: hashtracking.com)

— FACTS 2017— ASICS 24/7

Instagram, Facebook,

Snapchat

— ASICS FrontRunner

Webpage build on Global CMS

— NEARLY 50

ENDURANCE

MAGAZINE

COVERS

— TRIPLED OUR

INVEST AS PR VALUE

— AS MODELS FOR HIGHLIGHT

PHOTOGRAPHY

— ASICS FrontRunner

as (Own-) Retail

Coaches

— ASICS FrontRunner

Why does it work?

• Not only sponsoring, it is a chance for beeing

part of the coolest running community

• Friendships and networking in the team

• 11 (!) ASICS Frontrunner couples in

Germany, first marriage in September 2016,

first baby in 2017

• ASICS Frontrunners have a voice, and direct

contact to ASICS

• Exclusive Events (runs and parties)

• PR contacts

• Blogger, topathletes, doctors and running

coaches all together in one team, everyone

gets a benefit out of it

MOVEI

ME