To celebrate the 25th anniversary of its iconic 1990 running catalogue range of sports shoes, athletic shoe and clothing brand Diadora (@Diadoraofficial) wanted to revive the spirit of the ’90s. Using Twitter to generate buzz, it launched a creative campaign to drive awareness and engagement among a youth audience interested in fun and fashion.
After re-releasing two popular shoes from its #Diadora90 series, @Diadoraofficial marked the launch of a limited-edition run of one of its best-remembered shoes by organising celebration events in five European cities on the same day. Diadora used a combination of Twitter activity, including video and pictures, and street marketing to increase the visibility of each event and to encourage customer engagement in its key European markets.
In the lead-up to the events, Diadora took a retro arcade machine on a European road trip that took in Milan, Paris, London, Amsterdam, and Berlin. It used Promoted Video to show clips of people playing the game on the streets, generating conversation by challenging users to determine the machine’s location. Promoted Video Tweets directed users to a website where they could find out more about upcoming events and new #Diadora90 products.
In Italy, @Diadoraofficial launched a Promoted Trend on the day of the Milan event to raise mass awareness and keep the campaign front of mind throughout the day. The hashtag #Diadora90 helped to spark fond memories of the golden days of Italian football when the brand was the lead sponsor for the Italian national team and the 1990 running catalogue range had reinvented casual style.
During the events, @Diadoraofficial ran Promoted Tweets to engage users in real time and to generate excitement about the release of its limited-edition product. Promoted Tweets featured multi-image Tweets, which included images from each event, mixing shots of young attendees with visually appealing close-ups of the #Diadora90 shoes.
Throughout the campaign, @Diadoraofficial made good use of Twitter’s targeting options to make sure its campaign resonated with an invested audience. @username targeting was used to make sure the message reached an audience interested in sportswear brands, while keyword targeting helped to reach fans of specific sneakers, like #AirMax and #Yeezy.