Telling the story of Saysh through innovative content.
Olympian Allyson Felix’s footwear brand Saysh came to The Digital Dept. with the task of developing an influencer campaign that would boost brand awareness and drive purchase intent. Our brand strategy team developed a story-driven campaign that combined paid and organic content, as well as social and experiential marketing, in order to share the magic of Saysh holistically.
Here’s how our brand strategy team did it:
Blending Paid & Organic
To boost brand awareness and drive purchase intent, Saysh and TDD developed and executed an initial influencer-led paid campaign for Saysh. In addition to the custom, guaranteed content that was produced by our paid partners, Saysh also participated in our BRANDEdit Spring Grocer Experience in Los Angeles to further engage content creators organically.
Honing In On Audience Demographics
The content creators we activated for this paid campaign spoke to Saysh’s key audience demographics, with a 77% female audience and 50% of audiences in the 25-34 age range. With Millennial and Gen-Z women in metropolitan areas as the brand’s target audience for this campaign, we were able to source creators whose audience demographics matched up for a campaign that resonated.
Personalizing The Content
We encouraged each one of our creators in the paid campaign to share their personal journey and customize the content to tell their own unique story. This campaign celebrated the everyday journey of motherhood and womanhood, with each creator sharing what “running” means to them. From workouts to errands to school meetings, our creators illustrated what their life looks like and how Saysh fits seamlessly into it every step of the way.
Extending Reach Through Experiences
In order to garner additional organic social content, Saysh activated at our BRANDEdit Spring Grocer Experience in Los Angeles where influencer attendees could learn about the brand, try on different styles, and even meet Allyson herself and hear her story. Activating in an experiential way allowed us to bring Saysh from the phone screen to real life, providing an alternative way for creators and tastemakers to learn about the brand and fall in love with it organically—and share that experience with their followers, too!
