Digital multichannel project promoting the PRO category in Sportmaster.
PRO category is:
- an advanced sports gear for people who want more from their sport activities
- superior sales assistants in stores, that do sports themselves
- a chain of advanced maintenance shops for sports gear
Goals:
- introduce the PRO category to a specific audience interested in certain winter sports requiring high quality gear and outwear
- develop an image of Sportmaster as a company selling not only common but also advanced sports goods
Idea:
- people that do advanced sports do it for personal fulfillment
- they do not hide their skills, they show them off
- we give them a perfect opportunity to show them off, tell the world that "they can do it like PRO"
Project's structure:
- contest with a special page on a stand alone website with a good reach
- tests of PRO gear presented in Sportmaster stores on the most popular Russian mountain ski and snowboarding web-sites
My responsibilities:
- creative concept
- communication strategy for the project
- project management
- product management
- supervising an agency executing the project
Results:
- 277 contestants and around 500 pictures and video on contest
- reach over 13 000 000
- more than 30 000 shares in social media
