NEW BALANCE MAKE IT TO MOSCOW CAMPAIGN
creative strategy
MAY 2017 - JUL 2018
THE CHALLENGE
As the brand wasn’t a World Cup sponsor, we needed to promote the new Tekela boot during a time when sponsors and brands with bigger budgets will dominate ad spend. New Balance needed to build awareness and engage Gen Z and young millennial football players who wanted to stand out from their mates.
THE STRATEGIC MOVE
Reject polished A-list football content and instead use creator-led storytelling to uncover real Russian football culture during the World Cup.
THE WORK
We developed a documentary series with football YouTubers Charlie Morley, Jemel One Five and Theo Baker. The series took them off the beaten track to play with local street footballers and explore a more authentic side of Russian football culture.
The approach gave New Balance a distinctive role during the World Cup: less glossy global superstar content, more raw, creator-led football culture.
THE IMPACT
The series reached 9 million fans across New Balance, Goal and influencer platforms, achieving a 5.6% engagement rate and 9% follower growth. The campaign won the sports category at The Drum Marketing Awards 2019.
THE ROLE I PLAYED
Led the content strategy, helped identify the right football YouTubers, shaped the narrative with the creative team and developed the distribution plan across New Balance, creator and Goal platforms.