The global athletic footwear market is booming. Fueling this phenomenon is a powerful digital retail marketing mix that is resonating with millenials and Gen-Zers. Surrounded by rich storytelling and limited availability, exclusive sneakers are more than just products. They’re iconic symbols - coveted and sometimes worth thousands of dollars per pair on the $6 billion global sneaker resale market.    

So when Selligent client AW LAB snagged the chance to co-brand an exclusive product line with Nike, one of the world’s most recognizable and beloved athletic brands, the marketing team needed to take product hype to the next level.

With the exclusive AW LAB x Nike ‘Tech Pack Collection’ of limited-edition sneakers and apparel, the AW LAB marketing team enlisted Selligent Marketing Cloud to meet a few key challenges:

Stakes were high, but within less than twelve hours of announcing the initiative on Instagram, AW LAB collected more data from potential customers than through any single Instagram post in its history. The viral campaign also generated the highest-ever view rates, click-through rates, and click-to-open ratios.

“Our collaboration with Nike was a big success – we gained hundreds of engaged subscribers, and on top of that, all the winners selected on social media attended our big event,” said Cecilia De Marco, CRM Manager, AW LAB, “We plan on using Selligent Marketing Cloud in our standard process from now on for future social media-based campaigns with other major brands.”

So how exactly did they pull off this record-setting campaign? Download the case study below for the scoop on how AW LAB uses Selligent Marketing Cloud to boost awareness, drive footfall into stores, and create hype around on-trend products.

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AW Lab: Leading Italian athletic style retailer leverages social media to power customer engagement and enrich consumer profiles

For any co-branded campaign to be successful, your marketing strategy has to be a win-win for all players in the game. Both audiences need to find value. Read on to find out how AW Lab, a leading Italian athleticwear and street style retailer, achieved major success (with less work) using the Selligent Marketing Cloud platform to leverage a co-branded event with Nike.

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