Europe stands as one of the world’s prominent geographical areas and among the world’s leading markets in entertainment content production and consumption. BEEMAA* aims to facilitate the necessary tools for global brands to meet suitable productions in Europe and other geographic areas as well as for productions to benefit from the support of global brands contributing to the making of higher-budget and higher-quality productions in Europe, the MENA Middle East and North America and Asia. The fact is that for the audience targeted, TV spots are expensive. By choosing an online “solution” we aimed to meet much more people at a lower cost. Regulations: no specific regulations for these kinds of products (sneakers/apparel).

*BEEMAA is the first European association of entertainment marketing professionals that bridges Europe, the Middle East and North Africa, and Asia.

The creative execution was relevant to the products because it focused on their attributes, their exclusiveness, the way they must be showcased and their “BIG personalities”. It gave a concrete support to the message delivered during the entire campaign on social media. “Exclusive sneakers with BIG personalities” is based on the following idea: In March, the new Foot Locker sneakers have such strong personalities that they decide who wears them. The idea was to create a show, an entertainment that matches our target’s habits and the brand position as well: something trendy that represents the street culture and the competitive spirit. Playing the card of the exclusiveness is the main point of the promotional message, we tried to transcribe in the creative execution. The choice of producing the campaign filmed in “live” conditions brings credibility and coherence as well.

Reaching a total amount of 22 million impressions in Europe, a significant number of people have been exposed to the brand message through the content delivered. The promotional strategy produced drive to store with almost 700,000 clicks to site across all social media platforms. The success of the campaign relies also on the user engagements amounted to over 3 million. Seduced by the concept, the users’ general appreciation of the campaign remains positive in terms of views with an average of 150,000 views per video and per country with a global completion rate of 70%. The number of sales through Foot Locker website has more than double in March increased from 3% to 6 % evidence that the call to action strategy has worked.