ING Sport
Revolutionary shoe brand
ING Sport, the official importer of the international shoe brand of tennis player Roger Federer, featuring dozens of sporting brands with 36 branches across the country, and a successful online store.
The challenge
ING Sport asked us to help them form a footprint in the digital world, in order to increase their network presence and use the digital platform to increase profits. The company needed a systemic marketing upgrade and a campaign that includes website renewal, a digital store, campaigns in Social and more. Since this is a niche audience in the field of sports, we realized that in order to find such an audience - we must refine our interests, locations, and produce interesting and relevant content in order to "hit the mark". The overarching goal is to stand out from the competition through groundbreaking content - and within a very limited budget.
Our game plan
We began to maintain ING Sport's website, social media, sponsored and organic advertising. The first and most critical step in establishing a brand is the sales funnel construction phase. When we started our collaboration, we created new content, tailored to the new target audience who had never visited the site, and completely separated it from the content presented to other buyers who had visited the site in the past and had brand awareness. We created collaborations with network influencers and customized messages to the company's customers and club members, and at each stage we used segmented and fragmented data that brought us record results, significant profits and in a short and focused time. At the same time, 30% of the budget was devoted to motivating cold leads to action.
The result
We have managed to initiate dozens of collaborations with influencers including reality stars, celebs, ticketers, bloggers and more. The marketing messages were accurate and bore fruit. We have segmented the target audience over time so that the customer's journey becomes more focused as they progress. As expected, we found that most of the sales were a result of promotion on Instagram and more specifically stories on Instagram - something that is consistent with the profile of the target audience, and with the activity we performed. Out of the chatbot, creative activities, lotteries, photo days, influencers, holidays and festivals - we have achieved tens of thousands of likes, views and exposures. We have increased our Facebook followers to 30,000 followers. 6,000 new followers have been added to Instagram.
