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Working for globally renowned sport and football brands such as England National Team, Nike and AS Monaco, in the field of digital consumer activation project SO.digital created and executed several online projects in 2014 which increased fan monetisation and boosted digital consumer engagement in relation to football events.
JD sports was an exclusive carrier of ENT Nike merchandising, which sought ways to attract, connect and engage supporters of the national team, building upon the hype of approaching World Cup games.
Unique brands aim for best brand expressions even in highly price/performance comparison environments.
(Sport) online retailers and e-commerce are definitely places of hight risk of having your brand being compared to competitors (just) on functional specifications rather than on wholesome brand experience. In digital worlds consumers are just a click away from competitors.
Being aware of this risk, unique brands aim to connect with their digital consumers in places familiar to them and ways intuitive to them and create unique, yet functional, brand experiences across devices.
(Only event-relevant offers win support of the fanbase)
Nike, as a partner of England National Team, decided to create a dedicated brand experience related to England national team with high focus on sales in relation to World Cup 2014 games in Group F. Following media and news coverage including online PR, fans were drawn to a dedicated Nike ENT brand page of England Football Kit.
(Cross selling and up selling of away and home kits)
Familiar hero faces and campaign leads ensure instant recognition and engagement with the brand while offering easy and pre-selected offers that would cater to football supporters just before the games.
Online relevance of the campaign landing page was also ensured with SEO friendly text / content that is Google indexable.
Following the seasonal schedule of important games, we've created a landing page to which total website (fans) traffic of club's web page is redirected.