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The Evolution of a Global Sneaker Brand

Custom Content Approach Drove Affinity and Acquisition with New Millennial Target Audience

Smartly Developed and Deployed Branded Content

Branded Content, Paid Social, Content Production, Paid Media

With the goal of shifting ASICS’ brand perception amongst the young millennial target, Zeno developed and deployed a tailor-made content and paid media program designed to drive action.

To fuel the pool of content sources for a new product campaign, Zeno brokered dynamic media and influencer partnerships to develop custom content to deploy across ASICS’ owned and paid channels at multiple touch points across the consumer funnel.

Partners such as Well + Good, Runner’s World, Equinox, Flosports, Conde Nast, Hearst and Influencers produced short- and long-form docuseries as well as social content. Relevant partner produced assets were then deployed via paid social. This approach allowed us to maximize optimization and overall efficiency of spend.

High Efficiency on Content and Paid Media

64%

higher CVR on partner-produced assets when compared to brand-produced assets

77%

of all purchases by 18-34 year olds can be attributed to partner-produced assets

113K+

website session driven by partners content