K-Swiss is a heritage American sneaker brand established in 1966 that’s known for one of the most iconic sneakers of all time, The Classic. With stylish shoes and an aging audience, K-Swiss found an opportunity to market toward entrepreneurial Millennials.
It started with a simple insight. Millennials aspire to be a new kind of superstar — an entrepreneur.
With that in mind, the K-Swiss Board of Directors campaign was born — an “influence the influencers” approach designed to let Millennials reset the brand themselves. Electronic music artist Diplo would lead 100 of these aspiring entrepreneurs through a series of assignments that would reshape the brand.
As the strategic design and technology partner, Hanson Dodge brought the campaign to life using a multi-platform approach with an emphasis on the power and influence of social media. Ongoing execution included management of a robust media spend while optimizing content and channel performance, development of a mobile-responsive application process and community microsite, launching direct-to-consumer engagement strategies, leading e-commerce and social initiatives and promoting products for optimal sale conversion.
The Board Application Microsite
Watch this video for a walkthrough of The Board application microsite, where thousands of aspiring entrepreneurs applied for one of 100 available spots on K-Swiss' "Board of Directors." Check out The Board community microsite at ourkswiss.com.
What started as a design and technology project became an integrated marketing campaign and a successful relaunch of the K-Swiss brand.
As a result of Hanson Dodge's work in conjunction with other partners, K-Swiss’ The Board was covered by scores of media and received over 180,000,000 impressions in social and digital media. The Board application website received more than 350,000 visits; 50% of web traffic was mobile and 90% was within target demographic of Millennials. The campaign engaged over 200,000 consumers, and during the campaign, K-Swiss received 40% social community engagement.
Social Community Engagement