Project:
Reebok: Nano X
Agency:
Roundhouse Agency
Services:
Graphic Design, Motion Design, Editing, Color Grading, Retouching, Post Production, UI
Photography:
Unknown
Details:
Utilize a dual-audience approach to connect with the hardcore CrossFit athlete as well as the part-timer that does not identify as a CrossFitter. Ensure the creative represents the full range of CrossFit athletes, and alongside targeted messaging in digital channels, grab the attention of a wide, yet focused audience.
Targeting the idea of Versatility, a key product design goal, demonstrated the product's myriad qualities. Still and motion content was captured in a multi-purpose facility to display the Nano X as an all-around trainer. Athletes with a range of experience and ability were cast to aid creation of campaign communications targeting one or both of the audiences. A digital-first campaign approach drove customers to a product landing page using paid and organic social media as well as CRM. Visitors landed in a world-class product experience, with micro and macro views of the Nano's many talents, highlighting all the details that make it so special.
Launched during the coronavirus lockdowns, the campaign still outperformed its original sales and conversion goals. Media coverage also outpaced expectations, earning among other accolades the Boot Camp Pro award from Shape.com. We achieved a 360% conversion rate, a campaign landing page that converted 5% of visitors, 3.7K sign ups with early access availability that attracted 2.5X more visitors than the previous year, and a 30% increase in sales in spite of the pandemic’s affect on retail.