{"id":96382,"date":"2021-04-26T13:57:08","date_gmt":"2021-04-26T12:57:08","guid":{"rendered":"https:\/\/www.72point.com\/portfolio\/sneaker-intelligence-unit\/"},"modified":"2025-11-07T11:09:04","modified_gmt":"2025-11-07T11:09:04","slug":"sneaker-intelligence-unit","status":"publish","type":"portfolio","link":"https:\/\/www.72point.com\/us\/portfolio\/sneaker-intelligence-unit\/","title":{"rendered":"SNEAKER INTELLIGENCE UNIT"},"content":{"rendered":"

[vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”7″ bottom_padding=”7″ back_image=”89754″ overlay_color=”color-144227″ overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ el_class=”pageheader”][vc_column column_width_percent=”100″ position_vertical=”middle” gutter_size=”3″ style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”7″ mobile_width=”0″ width=”1\/1″][vc_empty_space empty_h=”2″ desktop_visibility=”yes” medium_visibility=”yes”][vc_custom_heading heading_semantic=”h1″ text_font=”font-761606″ text_size=”fontsize-445851″ text_weight=”700″ text_transform=”uppercase” css_animation=”curtain-words” text_align=”text-left” el_class=”pageheader”]SNEAKER INTELLIGENCE UNIT<\/p>\n

[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-155944″ text_weight=”600″ text_transform=”uppercase” text_height=”fontheight-179065″]Lyst[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”5″ bottom_padding=”6″ back_color=”color-xsdn” overlay_alpha=”50″ equal_height=”yes” gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ gutter_size=”3″ expand_height=”yes” style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ z_index=”0″ medium_width=”0″ width=”1\/1″][vc_row_inner row_inner_height_percent=”100″ overlay_alpha=”50″ equal_height=”yes” gutter_size=”0″ shift_y=”0″ z_index=”0″][vc_column_inner column_width_percent=”80″ gutter_size=”3″ style=”light” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”4″ mobile_width=”7″ width=”2\/3″][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

OBJECTIVES<\/h3>\n

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.<\/p>\n

[\/vc_column_text][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

SUMMARY<\/h3>\n
\n

A highly complex platform that enabled fashion search engine Lyst to recruit experts for its Sneaker Intelligence Unit \u2013 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.<\/p>\n

The campaign\u2019s innovation and creativity secured 125 pieces of media coverage across 15 countries, generated 80 follow links and 1.93K social shares, exceeding all KPIs.<\/p>\n<\/div>\n

[\/vc_column_text][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

How we did it<\/h3>\n

An authentic and innovative approach was central to sourcing the right talent to provide Lyst with insights into the sneaker market.<\/p>\n

We suggested an ambitious, creative campaign to create the world\u2019s first international \u201cSneaker Intelligence Unit\u201d, made up of people who are truly passionate about sneakers.[\/vc_column_text][vc_button hover_fx=”outlined” border_width=”0″ scale_mobile=”no” link=”url:https%3A%2F%2Fwww.lyst.com%2Fsneaker-intelligence-unit|target:_blank”]Visit Site[\/vc_button][\/vc_column_inner][vc_column_inner column_width_percent=”90″ gutter_size=”3″ expand_height=”yes” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”4″ mobile_width=”7″ css_animation=”alpha-anim” animation_speed=”500″ width=”1\/3″ mobile_height=”300″][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”200″ text_align=”text-left” el_class=”bigstat” subheading=”Pieces of coverage”]126<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”300″ text_align=”text-left” el_class=”bigstat” subheading=”Estimated coverage views”]2.9M<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”400″ text_align=”text-left” el_class=”bigstat” subheading=”Social shares”]1.9K<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-160206″ text_weight=”700″ text_transform=”capitalize” text_height=”fontheight-179065″ sub_lead=”yes” sub_reduced=”yes” css_animation=”bottom-t-top” animation_delay=”500″ text_align=”text-left” el_class=”bigstat” subheading=”Follow links”]50+<\/span>[\/vc_custom_heading][vc_single_image media=”89750″ media_width_use_pixel=”yes” media_width_pixel=”150″][vc_single_image media=”89309″ media_width_use_pixel=”yes” media_width_pixel=”150″][vc_single_image media=”89751″ media_width_use_pixel=”yes” media_width_pixel=”150″][vc_separator sep_color=”color-jevc” el_width=”200px” el_height=”1″ el_class=”divider01″][vc_empty_space empty_h=”3″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”4″ top_padding=”7″ bottom_padding=”7″ back_image=”89753″ overlay_color=”color-146872″ overlay_alpha=”25″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ gutter_size=”3″ style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ css_animation=”bottom-t-top” width=”1\/1″][vc_custom_heading heading_semantic=”p” text_font=”font-761606″ text_size=”fontsize-730984″ text_weight=”700″ text_transform=”uppercase” text_align=”text-left” el_class=”gradient-multiline”]\u201cOUR 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\u00a0INNOVATIVE AND ENGAGING PIECE OF CONTENT<\/strong>\u00a0THAT CHALLENGED THE VERY BEST IN THE SNEAKER WORLD.\u201d[\/vc_custom_heading][vc_column_text]Ch<\/strong>lo\u00e9,<\/strong>\u00a0PR & Communications
\nLyst[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”5″ bottom_padding=”7″ back_color=”color-xsdn” overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ gutter_size=”3″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

Creative Concept<\/h3>\n

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.
\n[\/vc_column_text][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

Content<\/h3>\n

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.[\/vc_column_text][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

Outreach<\/h3>\n

72Point\u2019s unrivalled media distribution offering as well as a targeted media relations strategy with key niche sneaker titles and fashion publications.[\/vc_column_text][vc_column_text css_animation=”bottom-t-top” animation_delay=”100″]<\/p>\n

Results<\/h3>\n

The campaign achieved an online readership of 2.1 billion in the first week and the dedicated page on Lyst\u2019s site saw over\u00a024,000 visitors<\/strong>\u00a0\u2014\u00a0 with almost 2,000 people visiting the page for over 2 minutes.<\/p>\n

The campaign secured\u00a0125 articles<\/strong>\u00a0in top tier media publications in both the UK and US.<\/p>\n

Coverage included major national sites in both the UK and US as well as regional and specialist lifestyle, fashion and retail titles including Vogue.<\/p>\n

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\u00a01.93K shares<\/strong>. With Lyst\u2019s owned channels securing\u00a01,464,583 impressions<\/strong>\u00a0and a\u00a0reach of 951,202<\/strong>\u00a0within a week.[\/vc_column_text][vc_button hover_fx=”outlined” border_width=”0″ scale_mobile=”no” link=”url:http%3A%2F%2Fwww.72point.com%2Fwordpress%2Fwp-content%2Fuploads%2F2021%2F05%2FLyst-campaign-summary.pdf|target:_blank”]View Campaign Summary[\/vc_button][\/vc_column][vc_column column_width_percent=”90″ gutter_size=”3″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″][vc_single_image media=”96383″ media_width_percent=”100″ css_animation=”right-t-left”][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”5″ bottom_padding=”6″ back_color=”color-lxmt” overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ row_name=”ratecard”][vc_column width=”1\/1″][vc_row_inner][vc_column_inner column_width_percent=”100″ gutter_size=”3″ back_color=”color-xsdn” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ css_animation=”left-t-right” animation_speed=”500″ radius=”sm” shadow=”sm” width=”1\/1″][uncode_block id=”90626″ inside_column=”yes”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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