SHOCK THE SYSTEM
WITH PAID MEDIA
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THE CHALLENGE
Develop brand awareness and move Shock Absorber from a technical sports bra positioning to a more lifestyle brand (emotion, femininity, and fashionable).
THE SOLUTION
Using social listening tools we were able to discover a growing trend within athletics was ‘Parkour’ (or ‘Free Running’). This was a niche that we could relate back to ShockAbsorber.
Vouch created a 4 phase campaign strategy using a relevant ambassador, multiple influencers, targeted audiences, interests, paid media and organic traffic.
We delivered a successful video campaign that we amplified across mobile display & social retargeting, driving conversions across the Shock Absorber website and Amazon (to optimise the best conversion rates).
The unique core of the campaign was to use ’#SHOCKYOURSYSTEM’ advocacy campaign’ through REAL WOMEN, encouraging real women to share how their sport or lifestyle ‘shocked the norm’ of what people expected from females.
This type of Vouch advocacy increased the brand’s social online presence organically by 2.6M viewers over a 4 week campaign period.
THE RESULTS
The campaign delivered awareness to action. The success of the #SHOCKYOURSYSTEM campaign helped reposition Shock Absorber’s online brand presence from just a ‘run’ bra to an ‘all activity’ bra for active/real women.
Key Performance Stats
TOTAL
ENGAGEMENT RATE
2%
CTA
RATE
2.7%
INCREASED
WEBSITE SESSIONS
80K
INCREASED ENG ACROSS SOCIAL CHANNELS
42%
INCREASED REACH ACROSS SOCIAL CHANNELS
268%
ORGANIC INCREASE ACROSS SOCIAL CHANNELS
246%
TRACKED SALES OVER A 60 COOKIE WINDOW =
1,250
