ASICS
INDUSTRY
PLATFORMS
Retail
+16.6%
Lift in mental wellbeing association
+12%
Lift in SMSB (Sound Mind, Sound Body) association
+107%
Lift in click-through rates vs. UK benchmark
”We partnered with Shuttlerock to adapt our documentary trailers into fit-for-platform and click-through driving paid media assets. Our engagement and view-through rates exceeded all benchmarks. This performance can largely be attributed to the impactful assets Shuttlerock produced for us.”
Almeri Solomon
Senior Paid Media Specialist, ASICS EMEA
Promoting ASICS’ ‘Mind Games –
The Experiment’ with Effective Creative
Background
ASICS’ philosophy can be found in its name: Anima Sana In Corpore Sano, which means Sound Mind in a Sound Body. In other words, the ASICS brand encourages exercise for both its physical and mental benefits.
To explore the relationship between exercise and mental performance, ASICS worked with experts to develop an experiment called ‘Mind Games’. This brought together competitive mind gamers (chess players, speed-cubes, esports players) to test whether increasing their exercise levels would also boost their brainpower and game performance.
Inspired by the experiment, ASICS produced a documentary. This was narrated by Stephen Fry and was available for streaming on Amazon Prime Video.
Campaign Objective
Targeting UK and German audiences, ASICS’ campaign objectives were twofold: (1) drive awareness and click-through for the ‘Mind Games’ documentary across digital placements, and (2) boost positive brand associations related to the documentary’s messaging regarding mental and physical performance.
To activate this campaign successfully, ASICS needed effective creative optimized for various placements across Amazon and Meta. Amazon in particular, was a key focus for the campaign because the documentary itself was streaming on Prime Video.
To achieve this, ASICS turned to trusted partner Shuttlerock. ASICS has worked with Shuttlerock since 2020, producing thousands of creative assets for various markets throughout Europe.
Shuttlerock solution
ASICS supplied Shuttlerock with the documentary trailer and other promotional assets that had already been developed. Shuttlerock’s design team were able to repurpose and optimize these assets for various Amazon and Meta placements.
For Amazon, Shuttlerock produced both video and static creative optimized for Sponsored Display, Twitch, and Online Video (OLV).
Amazon Sponsored Display
Amazon OLV
For Meta, Shuttlerock produced a diverse set of video creatives optimized for Facebook/Instagram Stories and In-Feed placements.
Stories
Concept 1
Stories
Concept 2
Stories
Concept 3
Stories
Concept 4
For each placement, Shuttlerock provided multiple variations (different visuals or video durations) to enable ASICS to test different creatives to see which was resonating best with their audience. Shuttlerock also supplied variations in English and German for the respective U.K and German markets.
In total, 116 creatives were delivered. As official creative partners of both Amazon and Meta, Shuttlerock guaranteed that each deliverable adhered to each placement's creative best practices – giving ASICS’ marketing team the best shot of maximizing performance.
Results
Running a diverse set of optimized creative helped ASICS achieve the objectives that they set out to achieve for the ‘Mind Games’ campaign. In terms of engagement, the campaign saw more than 22 million video views across both the German and U.K markets; with click-through rates 107% higher than the benchmark within the U.K and level with the benchmark in Germany.
Regarding brand outcomes across both markets, the campaign resulted in a 16.6% lift in mental wellbeing brand association, a 12% lift in SMSB (sound mind, sound body) brand association, and a 9% lift in brand preference.
More Client Success
