During our discovery phase with the brand, we discovered that one of their most-shipped products is limited edition sneakers; shipping globally UK exclusive launches and the like. Understanding the appeal of sneakers (trainers to you Brits) to journalists across fashion and lifestyle, we knew there was a story to be told.
We compiled, using a number of sources, an initial list of the world's best-selling sneakers, before comparing this against the hashtags for each respective sneaker. Revealing that the Adidas NMD's are the most hashtagged sneakers on Instagram, we also told the story that Nike don't feature until position 7; a surprising stat yet one which got the media talking!
Launching in July 2018, we visualised the data in a simple, yet stunning, infographic; sharing the hashtag stats and the ranking of the sneakers to allow journalists to pull their own stories and present in ways most relevant to their publication.
The campaign is a great example as to how successful a campaign can be when taking the time to understand a brand and how to maintain relevancy yet creating content around topics which journalists care about.
Using free to obtain, public data, such as that from Instagram, offers a great way to attribute authority to campaigns and execute on lower budgets; without the expense of collecting data through surveys and the like.