Our communication idea led the creative process, allowing us to develop an approach that chimed perfectly with consumer needs and reached them in the right environments. This focused approach was vital as the brand could not count on a high profile or high media spend.

We built an RbK custom virtual store within Second Life where users could customise the products – a highly popular activity. We also found consumer-centric ways of adding to the experience.

Site traffic increased by 300% within the first 20 days and sales went up 200% two days after the launch. In addition, we sold over 9,000 pairs of virtual custom trainers and saw users return on a weekly basis, spending an average of eight minutes a visit.