INOV-8
Focusing on the sustainability pillars of INOV-8, creating short form social media content that represents these pillars of product durability, environmental impact and community.
Service
Short Form Video Content Creation and Campaign Marketing
Client
INOV-8
Year
2022
Campaign poster mock up, Escape the City with INOV-8
INOV-8 have three pillars of sustainability, product durabillity, enviromental impact and community.
Community
Community is the focus point of this campaign, encouraging a community to come together and enjoy the outdoors.
Target Audience
Expanding the brands target audience. The brand has the capability to reach a new audience and expand their consumer base. With a large following by avid trail runners and outdoor enthusiast, INOV-8 has a small but loyal following. Sponsoring multiple trail and fell races across the UK, the brand has a growing community of supportive and passionate athletes.
Over the past few years with Covid-19 being present, many people have reconsider what it means to have time to themselves and have taken up new hobbies such as running. Additionally, many business are now considering 4 day working weeks, giving people more time off. Therefore, the brand has the opportunity to target the consumer into getting involved in more community based activities, such as trail running weekends. Creating a lifestyle around the brand that makes the consumer feel more welcomed into the community.
Escape the city not only target current followers, but also reaches a new target audience of consumer living in bigger cities that now have more free time and desire to 'escape the city'. The new audience will have similar hobbies, interests and lifestyles as the current consumers/followers but their location of where they are based isn't the same.
Email Marketing
Evolving INOV-8's email marketing. Building on the platform INOV-8 already have set up for email marketing, they can use a range of content to improve and expand their audience. Connecting consumer with the brand through personalised emails that are suited to the consumer hobbies and interests. The brand has a very specific target audience which mainly consists of trail runners and athletes. Whereas with more lifestyle focused emails and blog style content the brand can build stronger bonds with existing consumers and also appeal and reach to other consumers. For example, suggesting places where the consumer can go on holiday and link this to event that the brand is sponsoring, as well as promoting products and recommending footwear options that the consumer may need for these getaways.
Campaign Video
For this campaign the brand can use video content as powerful way to connect with followers. This initial concept video shows the journey of a runner escaping the city. The first part of the video is filmed in a city and then transitions to scenic beach shots.
Instagram Reels
Instagram reels are a platform that the brand is yet to use, this type of content can be more personal to the consumer. This example of an Instagram shows the type of informal content the brand could use on their social media platforms.
Caption: Join us for race weekend in Hawkshead! Escape the city and try something new!
Audio Credits: Surfaces - Come With Me