Brooks Running Company had a rich history of supporting and championing runners, but they also faced a perception problem of being an "older brand for your grandfather's running shoes." They launched a lifestyle brand called Brooks Heritage to appeal to a younger demo. We were tasked with shifting perception and driving relevance and authentic word-of-mouth / advocacy.
Identify and activate brand ambassadors across the country for a month-long content creation campaign. Leverage the "everyday influencer" in relevant verticals for the client - lifestyle, fashion and sneaker-culture. Empower and incentivize ambassadors to create beautiful content around the new brand to be shared through personal channels and leveraged across brand campaigns.