like a pro
New Balance Football
Affinity-driving branded content series
Having successfully launched New Balance into the highly competitive football market, our challenge was to drive deeper engagement through our comms, serving our audience with more than just great quality product.
Mobile has forever changed what people expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven ‘micro-moments’. This shift has fuelled the increasing attractiveness of brands that satisfy ‘need to know’ + ‘how to’ moments.
First we identified what football ‘need to know’ + ‘how to’ moments our audience were searching for, and that the brand could both credibly + powerfully answer.
Then we created ‘Like a Pro’, a series of mobile optimized AV content featuring exisiting New Balance clubs (Liverpool FC and FC Porto) and players that gave pro performance insight and training tips.
Without paid media, leveraging our own assets allowed us to not only deliver authentic, exclusive insights + skills to empower our audience, but provided unique content for distribution across the featured pros’ own social channels. Furthermore, using two football YouTubers, well known to our audience, as our presenters increased relevancy + appeal even more.