Foot Locker wants to be the most relevant sneaker retailer for every person. To match the perfect sneaker for each individual. They had 10,000 sneakers across 15 markets that we would match in just 10 days.

This challenge was compounded by the highly competitive and rapidly changing sneaker market, where consumer preferences can shift quickly and dramatically. The task was daunting, considering the need to effectively reach and engage diverse consumer bases, each with its unique tastes and trends, in their own languages.

Objectives included increasing sales, optimizing ad spend, and enhancing customer engagement through personalized marketing.

The pivotal media insight was recognizing the varying preferences for athletic footwear across different regions and leveraging this with AI to create highly targeted, dynamic ads. This approach used real-time data on consumer behavior and regional trends to tailor ads, ensuring maximum relevance and engagement.

Reach millions of people with the perfect sneaker just for them.

Foot Locker would break the mold by employing a data-driven, highly personalized approach to its digital marketing efforts. It would go from in a digital landscape where consumers frequently encounter monotonous and indistinguishable product advertising—often characterized by generic copy and plain white backgrounds—

Building on the foundational idea of personalized digital advertising, Foot Locker's campaign takes personalization a step further by not only targeting consumers with sneakers that fit their tastes but also pairing those sneakers with dynamic, contextually relevant scenes that reflect a lifestyle and emotionally appealing environment. This approach is rooted in the insight that consumers are more engaged by advertisements that resonate on a personal and visual level, featuring products and scenarios that reflect their own lives.

A robust data-gathering engine integrated both first-party and third-party data sources, allowing us to create a detailed customer profile and ensuring our interpretations were accurate and actionable.

Analyzing the integrated data set, we identified key customer segments most likely to respond to our campaign. Each segment was targeted with personalized messages tailored to their specific preferences and behaviors as identified in the data. This targeting evolved as our data insights deepened, allowing us to refine our approach continuously throughout the campaign.

Integrating data into every aspect of our campaign was critical in optimizing both the creative and operational sides. This campaign could not have been executed without robust data and AI interpertation of the data and executing massive amount of creative in such a short time. The ads would have been a few stock shots without personalization, with very few versions to leave time for language translation.

Artificial intelligence “reshot” all 10,000 products included in Footlocker’s entire European catalog in just one click. New backgrounds, scenery, context, colors. All of it.

The ads engage people by reflecting their tastes and lifestyle choices directly in the marketing material. For instance, if data indicated that a customer favored retro-style sneakers, the ad they received would feature sneakers from the vintage collection, paired with retro-inspired design elements and copy.

The multiple markets and tight schedule—15 markets within a timeframe of just 10 days, necessitated a highly efficient and rapid rollout of social ads, which was only achievable through AI's automated content production capabilities.

The campaign's scale was significant, more than 10,000+ ads. The use of automated systems allowed for quickly scaling the production of personalized ads without sacrificing the quality or specificity of the content, catering to a wide audience while maintaining a personal touch.

We reached millions of people with their perfect sneaker across 15 markets within the 10-day window. There was a significant increase in site traffic, which drew more visitors to the Foot Locker website with 32% increase in clickthrough rates.

The customize product recommendations based on individual preferences and previous behaviors led to a noticeable change in purchasing decisions. Customers responded positively to personalized ads, resulting in quicker decision-making and increased impulse purchases.

Proof of engagement: Number of interactions, downloads or comments

OWNED RESULTS

EARNED RESULTS

By effectively meeting consumer needs and preferences through personalized content, Foot Locker enhanced customer loyalty and trust. Consumers felt that the brand understood their individual preferences, which reinforced a positive perception of Foot Locker as a brand that values customer satisfaction and innovation.

Most importantly, this approached convinced Foot Locker that this is their new full-funnel creative approach globally.