Leveraging influencer marketing to drive brand engagement
Remix Your Workout
From running to training, ASICS’ fuzeX TR shoe was designed to provide a versatile, all-in-one premium workout experience. Red Door was tasked with telling this unique story.
ASICS created a unique product that combined their knowledge of running footwear wit the need for a training show for the modern fitness explorer. They needed our help getting the story out to the right audience.
We created the Remix Your Workout challenge, inviting eight prominent social media influencers to participate in three different workouts in one week, ultimately showing the versatility of the fuzeX TR sneaker.
Meet the influencers
Kaisa Karanen // KaisaFit Kaisa has a passion for fitness, being a personal trainer, fitness educator, and influencer. She loves innovating ways to get people moving, making Remix Your Workout the perfect fit.
Day 5️⃣ of the #RemixYourWorkout Challenge! . Last few hours to get your movement posts in! Winner will be chosen at midnight (PST) tonight! . If you want to win a pair of Asics fuzeX TR™ shoes just follow the details below, good luck! 💙 . How to enter: 1. Post your workout vids/pics with #KaisaFitxAsics 2. Post as much as you'd like before the contest closes this Friday (11/18). 3. Winner will be announced Saturday, 11/19 #sponsored
Jordan Younger // The Balanced Blonde Jordan brings a holistic approach to fitness, wearing the many hats of a nutrition enthusiast, yoga instructor, and running fanatic.
Keeping the #RemixYourWorkout challenge going strong... I headed to @playlistyoga to get my vinyasa on and I couldn't be more in love with their studio + high energy vibes. ✨ Have you entered my @asics giveaway yet by joining the challenge? All deets in Thursday's blog post! It's a good one 👸🏼🙏🏻 #TBBmademedoit #RemixYourWorkout #ad
Grace Kim // Lean Girls Club Grace is a NYC fitness blogger, sharing her fitness journey and inspiration with the world. Grace is a runner at heart (3x NYC Marathon runner) but also loves HIIT, yoga, and barre.
Megan Collins // Style Girlfriend Megan bases her blog The Female Perspective on style for men, with tips and suggestions on male fashion from a woman’s point of view. Not only this, but she shares her workout secrets for men and women looking for some fresh inspiration.
Christine Herr // NYC Pretty Christine inspires her audience with her vibrant style and healthful tips. She is a stylist, spokesperson, and fitness fanatic in NYC, and is always on the forefront of fashion, beauty, and fitness.
Jenna and Drew Kutcher Jenna and her husband Drew Kutcher took the challenge together. With an eye for photography and the expertise of nutrition, fitness, and health, these two helped motivate each other to mix up their routine.
GIVEAWAY CLOSED! Congrats to @mycahburns on winning the new shoes! Please email me at email@example.com and we'll get you running in no time! Let's be honest, I've been missing too many workouts while on the road so much this past month. That's why I had Drew create some short workouts I can do anywhere, anytime! Sometimes you've gotta #remixyourworkout and we are partnering with @asics to challenge you to do the same (and sweetening the deal with a little giveaway!) Here's how to enter: 1️⃣ Follow my hunky husband Drew (and his awesome work out tips) at @kickingitwithkutch! 2️⃣ Follow @asics, they are our all time fave workout shoes! 3️⃣ Tag three friends below who inspire you to get moving. I have been loving my new Asics shoes that are awesome cross trainers (and ridiculously light weight in my carry on!) I want to give away two pairs: one for you and one for your favorite workout buddy! That's it! We will choose a winner next Friday and announce it here! Get moving wherever you are and win some awesome new shoes for you and a friend (because we all know working out is easier when we have cute outfits!) 🙌🏻🙋🏼👭👟
Bianca Jade // Mizzfit Bianca is a well-known TV host and fitness enthusiast who remixed her workout with boxing gloves and a jump rope.
I was born to jump rope! But on a rooftop? I remixed my routine and gave it a go in my fuzeX TR™ shoes from @ASICS, made for any kind of workout. Watching the sunset over New York City was the perfect compliment to this cardio blast of a workout. Just 20 minutes of jumping rope can burn over 200 calories, and you can build muscle, too, with a weighted rope like the one I’m using. I like to power through in my fuzeX TR™ shoes with 40 minutes of non-stop varied footwork. From high jumps to lateral jumps to single leg jumps, I do it all! Enter the ASICS Remix Your Workout Challenge TO WIN A PAIR by reposting this pic or one that shows me how you’ll break a sweat in fuzeX TR™ shoes. (This is not an ASICS sponsored contest. I’ll be selecting the winner myself.) #ad 📸by the 1&only @twkeyes (my amazing friend)
By building positive relationships with the chosen influencers, the campaign helped ASICS reach their target demographic of 25-34 year olds at a lower cost. Cost per engagement reached $.05, 85% lower than the average cost per engagement for paid social on branded channels. Providing gear that resonated with these influencers resulted in the integration of the product in their lifestyle beyond the challenge. Additional posts featuring the product created further brand recognition for ASICS.
Hashtags and Word Associations
#kaisafitxasics & #tbbmademedoit were a few branded pieces by bloggers that made their way into this conversation analysis of the term “fuzeX TR.” Bloggers made a large impact on not only awareness of the shoe, but association of their brand with the shoe launch.
- 54.4k overall earned engagements.
- 225 social mentions.
- 413,822 impressions.
- 130 total sessions driven to ASICS site via influencers’ websites.
- 25-34 | 61% of traffic.
- 34-44 | 25% of traffic.
- 18-24 | 15% of traffic.
- Male | 82% of traffic.
Top engaged countries
- United States | 113 sessions.
- Canada | 4 sessions.
- UK | 2 sessions.
- All other countries had one session.
When looking to change brand perception, increase product awareness, and even decrease cost per engagement, influencer marketing can be powerful. Want to learn more about influencer marketing or how your brand can use the hottest tactic of 2017? Leave a comment below or tweet us @reddoor.