Working at New Balance was a very rewarding experience The opportunities to create original events and incubate new marketing ideas was huge.
Many of the things we did were built on community engagement and product education.
One great example of a start to finish package we did is the New Balance Run Crew. We aimed to create a running program targeted to "non-runners". We found some amazing ambassadors for the program and began building the hype.
Creating a campaign first to help promote the event was key. We did a full photo shoot to create images that would elevate the event and inspire some of our fashionista customers to check it out.
Not your typical running photos, we contrasted an athletic vibe against an upscale interior.
One of the exciting challenges of this event was the sheer volume of people who showed up for the first night.
Making sure to capture as many moments as possible was important.
It was also key for us to have those images uploaded quickly while there was still lots of energy. Giving participants a chance to share and tag themselves.
As the Run Crew continued during the summer we hosted other fun theme nights and made sure to include engaging images to keep people coming back for more.
Being brand consistent is key.
Of course a big part of New Balance Saskatoon was the product. We found many interesting and cool ways to showcase our shoes and apparel to customers.
We played with images that were highly branded and also some photos that were more spontaneous. Both approaches worked well with engaging our customers.
Social media moves fast so being creative is the most important.
As the store closed we wanted to take some time to reflect and create a simple but powerful piece for the community who supported us. Using a raw editing style we created a documentary feeling video.
We focused on the stories and the people that made the experience great.