Assignment:

Create the eCom strategy for the Reebok CrossFit® Nano 5.0 Launch. An all-channel encompassing campaign (website, CRM, display) showcasing the technical features of the shoe, while creating excitement within our target audience for the lightest, strongest, most innovative Nano yet.

The Strategy:

Reebok needs to inform the target audience about the new Reebok CrossFit® Nano 5.0 and it’s new technical features. We want to make the target audience curious about the new shoe and bring the people to the Reebok CrossFit landing page to inform and inspire but also seduce the target audience to buy the Reebok CrossFit® Nano 5.0. In long-term we want to build an emotional bond with the target audience so the target audience will only buy the Reebok CrossFit® Nano 5.0 in the next years.

How:

Customer’s can’t touch and feel the Reebok CrossFit® Nano 5.0 which means that the product is only as good as they look in the images and video. With the content we have, we need the customer believe the product is worth when he or she agrees to pay for it. To achieve the strategy we need to combine the following elements: