OBJECTIVES
Lyst wanted a campaign that would engage real sneakerheads who could provide unique insights into the international sneaker market. The main objectives of this campaign was to build credibility, authority and visibility in this fast-moving area of the fashion industry.
SUMMARY
A highly complex platform that enabled fashion search engine Lyst to recruit experts for its Sneaker Intelligence Unit – a community of sneakerheads to provide unique insights into the sneaker market. By creating a 16-question interactive test instead of a traditional job listing, 72Point helped Lyst to attract 24,000 website visitors in just one day.
The campaign’s innovation and creativity secured 125 pieces of media coverage across 15 countries, generated 80 follow links and 1.93K social shares, exceeding all KPIs.
How we did it
An authentic and innovative approach was central to sourcing the right talent to provide Lyst with insights into the sneaker market.
We suggested an ambitious, creative campaign to create the world’s first international “Sneaker Intelligence Unit”, made up of people who are truly passionate about sneakers.
126
Pieces of coverage
2.9M
Estimated coverage views
1.9K
Social shares
50+
Follow links
“OUR MAIN AIM FROM THIS DIGITAL CAMPAIGN WAS TO FIND THE BEST TALENT WITHIN THE SNEAKER COMMUNITY, TO JOIN OUR SNEAKER INTELLIGENCE UNIT. WE WANTED TO CREATE AN INNOVATIVE AND ENGAGING PIECE OF CONTENT THAT CHALLENGED THE VERY BEST IN THE SNEAKER WORLD.”
Chloé, PR & Communications
Lyst
Creative Concept
The driving force behind the campaign was that anyone who scored over 80% would qualify to apply for a role in the Sneaker Intelligence Unit, and would be encouraged to submit an application upon completion.
Content
Our design and video team executed a 16-question sneaker IQ-style test that was central to the campaign. We enlisted the assistance of a sneaker expert and Instagram influencer to help form questions.
Outreach
72Point’s unrivalled media distribution offering as well as a targeted media relations strategy with key niche sneaker titles and fashion publications.
Results
The campaign achieved an online readership of 2.1 billion in the first week and the dedicated page on Lyst’s site saw over 24,000 visitors — with almost 2,000 people visiting the page for over 2 minutes.
The campaign secured 125 articles in top tier media publications in both the UK and US.
Coverage included major national sites in both the UK and US as well as regional and specialist lifestyle, fashion and retail titles including Vogue.
Interactive assets to drive traffic and engagement with the platform included videos, GIFs and stills ensuring multi-platform activity across Facebook, Twitter, LinkedIn, Instagram and Snapchat encouraged over 1.93K shares. With Lyst’s owned channels securing 1,464,583 impressions and a reach of 951,202 within a week.
