“With their platform expertise and production excellence, Shuttlerock have helped us to take our paid media content creation to the next level. ”
Creative Assets Produced
Medhi Benmamar, Sr Digital Marketing Manager @ ASICS Europe
A Creative Partnership Helping Asics To Run Fast On Digital
Sportswear brand, ASICS, partnered with Shuttlerock to equip their various European markets with consistent, high-quality digital assets, at scale.
By utilizing Shuttlerock’s streamlined creative production process and multi-market capabilities, ASICS has been able to overcome the challenge of efficiently producing high volumes of assets that are also localized to suit a number of different countries.
Since 2019, ASICS has worked with Shuttlerock on numerous campaigns, creating in excess of 1000 assets—optimized for platforms such as Facebook, YouTube, Pinterest, and Twitter.
A Scalable Solution, Specific To ASICS’ Needs
For global brands, advertising online poses a number of unique challenges that need to be overcome. From a creative perspective, one of the key challenges being faced is the combined need for speed and scale.
This is the case for ASICS, and especially for their European team based in the Netherlands. Not only do they require assets for each of their different products, the team also needs these assets in a whole range of formats, durations, and concepts in order to fill the variety of digital platforms that are included in their promotion mix. On top of this, they also require numerous translated versions to work within the European markets that they represent.
When you take all of the above into account, you can often be looking at hundreds of assets required for a single campaign. The timeframe in which to produce these assets is often very narrow, which leads to the crux of the previously mentioned problem of speed and scale: how can we produce a high volume of creatives, in a short period of time, without compromising on quality?
Shuttlerock’s innovative, tech-driven Creative-as-a-Service model helps global brands such as ASICS to overcome this problem. To explore how, let’s dive deeper into this partnership to understand the different ways in which Shuttlerock offers a solution to the challenges faced by ASICS’ Europe team.
Covering the European market means that ASICS target audience is composed of a range of different countries, most of which speak their own unique language. For ASICS’ campaigns to work within each of these markets, they need a number of translated variants of their creatives. This can be a time consuming process, especially with a high volume of assets to localize.
This is one of the key reasons why ASICS brought Shuttlerock on board. Shuttlerock’s creative production model purposefully is built to cater for campaigns with numerous language variations, and includes a rigorous QA process to ensure that all copy is translated correctly and suited for the market.
As it stands, ASICS has worked with Shuttlerock to produce creatives for nine different European countries and their corresponding languages: the United Kingdom, France, Germany, Italy, Spain, the Netherlands, Poland, Portugal, and Russia.
Repurposing & Optimizing Global Assets
In order to build their creatives, the European ASICS Running and Digital teams utilizes the global assets that are provided to them. These assets consist of product shots, key visuals, lifestyle imagery, long-form video content, and TVCs.
Working with Shuttlerock has enabled ASICS to quickly and easily repurpose, and optimize these brand assets for the various channels they use to advertise via.
As you can see from the project below, ASICS now has the ability to transform their static imagery into impactful video ads through the use of Shuttlerock’s animation magic.
Another challenge for ASICS is the adaptation of long-form and/or horizontal video assets to work in mobile-first placements. Below you can see how Shuttlerock helps to reformat these assets to drive impact on a vertical, mobile screen.
Cross-Channel Creative Compliance
As mentioned previously, ASICS advertises across a number of different digital channels. So, in order for ASICS to maximize their campaign performance on each, they need creatives that are optimized—following the unique best practices and technical requirements of the respective platform and its placements.
To do so, ASICS draws upon Shuttlerock’s creative expertise that has come as a result of being partnered with each of the leading digital platforms. This multi-platform creative optimization helps to alleviate the complexity for ASICS when planning cross-channel campaigns, and provides peace of mind, knowing that each asset is purpose-built for its placement.
Along with the production of the video assets themselves, Shuttlerock also works with ASICS on creative strategy. Since first working together in 2019, a dedicated team of designers and creative strategists have developed a deep understanding of the ASICS brand—both from a design and messaging perspective.
This deep knowledge of ASICS’ brand has enabled Shuttlerock’s team to identify relevant creative considerations—whether it be ad formats, design treatments, or new best practices—relaying them back to ASICS to ensure that their ads are staying ahead of the ever changing digital landscape.
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