In the competitive sports shoe sector, Asics (@ASICSEurope) wanted to drive awareness of its new Evoride shoe among enthusiastic UK runners likely to be in the market for new trainers.
To find runners who were likely to be in the market for new shoes, Asics turned to Twitter partner Socialdatabase. It was on hand to analyse public Twitter data to understand the behaviour of UK runners and build a custom Asics Evoride audience using a solution called Super Audiences. For example, it included marathon runners or those who had recently followed specific athletic brands.
Asics then allocated budget and optimised this to pinpoint Twitter users in the UK with a greater likelihood to be in the market for new running shoes.
To catch the attention of keen runners, and increase purchase intent, @ASICSEurope ran a high impact Twitter video campaign, using different formats to delight and engage their athletic audience.