TNF // FUTURELIGHT

Tasked to develop and execute an athlete-driven content strategy that would help make FUTURELIGHT “instantly famous”, while also ensuring that the effort felt fully authentic and burnished TNF’s global brand equity.

ROLE

Director of Creative Strategy

Worked along side the Senior Global Brand Manager and Marketing Team at TNF to develop social strategy and creative strategy around content for the product launch.

GOAL

As the account manager and creative strategist on the project, our goal was to build a comprehensive strategy that molded TNF’s global athlete team into the industry’s most powerful media entity, then distribute FUTURELIGHT stories through that platform over the course of six months to create a powerful product launch.

64 Athletes Participated

729 Athlete Posts

1,099 Total Posts

24,021,575 Total Reach

1,508,577 Total Engagement

6.3% Campaign Engagement Rate

195,157 Link Clicks To TNF Website

HIGHLIGHTS

Product Launch Strategy

PLAN

Develop athlete relationships & social media strategy

  • Work with TNF to develop athlete teams and individual sharing requirements

  • Develop creative brief for sharing across all athletes tiers and campaign phases

  • Develop messaging requirements

  • Create tracking and data strategy

TEASE

Fuel anticipation for launch without revealing product details

  • Organize 64 athletes to post

  • Emphasize black and white photos, no product featured

  • Guide athletes on original content creation and sharing and/or posting approved TNF brand assets

LAUNCH

Make FUTURELIGHT instantly famous

  • Organize 64 athletes to post

  • Emphasize TNF launch video and product images

  • Guide athletes on original content creation and sharing and/or posting approved TNF brand assets

SUSTAIN

Maintain momentum with ongoing content and social strategy

  • Organize launches and paid support for Lhoste, Defiance, Flight efforts

    • Original content creation and posting as athletes started to use FUTURELIGHT gear.

SOCIAL STRATEGY

Our team implemented an inside out approach for the distribution of FUTURELIGHT assets. Moving from the core athletes closest to the product, to the larger team athletes, and eventually into broad public reach.

ATHLETES

We mobilized 64 members of TNF’s athlete team to post on Instagram and Facebook in support of one of the most important product launches in the brand’s history.

The task included writing copy, creative direction on personal content, and posting when it needed to go live. Relationship’s were made through the entirety of the campaign to help ensure success amongst all of TNF.

ORGANIC SOCIAL HIGHLIGHTS

4,297,043 Organic Reach

223,143 Engagements

2,033,068 Video Views

34,101 Link Clicks

333 Posts Created

64 Athletes Participated

PAID SOCIAL HIGHLIGHTS

238,400 Organic Reach

33,440 Engagements

33,301 Video Views

26,505 Link Clicks

27 Posts Created

The Results?

A hugely successful product launch amplified by authentic athlete stories and audiences - making FUTURELIGHT instantly famous.