Driving sales with breakout coverage and influencer advocacy
Suunto was already a trusted brand for sports specialists, such as deep-sea divers and mountain hikers. However, when the company launched its first entry-level running training watch, they enlisted us to reach a more mainstream audience and drive sales.
Market research highlighted that in the health and wellness space, it was crucial for brands to build affinity with new audiences by offering helpful information and advice at multiple touch points. The agency worked on new positioning and messaging to develop the brand from one primarily known by specialists to one with mainstream appeal. We developed target customer personas and identified key market segments to focus on, to then define the media titles we needed to appear in and the story angles to secure the coverage. But Suunto also needed some key influencers on board to advocate the brand’s products as must-haves for anyone wanting to take their fitness to the next level.
The team secured long-term partnerships with Olympic gold medalist Greg Searle and Team GB triathlete Helen Jenkins, whose well-respected profiles resonated with our mainstream audience. We used them as powerful, aspirational spokespeople to inspire and inform budding athletes on effective training methods, securing media interviews and placing guest blogs on high-traffic referral sites. Targeted feature coverage around training topics positioned Suunto as a training expert, there for its community every step of the way. A comprehensive supporting product news and reviews programme created a positive footprint with referral media sites, alongside print positioning in premium nationals and glossy lifestyles. ￼Carefully crafted data stories achieved coverage on the news pages in between product launches.
But of course, conversation about the brand needed to be two-way, so we created a comprehensive global social media campaign. A range of high-impact creative assets and content pieces designed to help our community train smarter increased engagement across all channels. Our brand ambassador athletes catapulted this by appearing in regular advisory Facebook Q&A sessions. The agency also provided ongoing consultancy to the client on global social media strategy, product launches, creative campaigns and influencer strategy.
By expanding outreach to engage a broader audience, Suunto nearly doubled their sales targets for the new watch.
We flexed our creative muscles to achieve 124 pieces of top tier coverage in 12 months, with no significant new product announcements. Breakout coverage included Sunday Times Style, Independent on Sunday, Daily Mail and Sky News, to name a few.
Our social media strategy resulted in an impressive increase in social engagement and reach, through clever content and razor-sharp execution. At grassroots level, our Facebook Q&A with Helen Jenkins, for example, was pre-promoted by all the main triathlon online communities across the UK, with cross-channel inclusion on websites, forums and social media pages.