Reebok’s “Production Studio” will launch later this year to speed up the creation of targeted content to customers, while the recently launched “Digital Hub” is being used to understand the relevancy of existing promotions and how people receive them.
The company has spent the last five months developing tools to extract the insights as well as spot opportunities from conversations happening within its online communities. Those findings will make future campaigns more attuned to customers’ interests as well as reflect the brand’s ethos of pursuing a “fuller life through fitness”.
Marketers are being recruited to populate the teams and speed up branded content creation.
Matt O’Toole, chief marketing officer at Reebok, told Marketing Week the changes aim to deliver “compelling”, “relevant’ content but also bring consistency across all its channels. The brand first began exploring a more integrated brand experience when it cut its social media footprint of more than 600 Facebook, YouTube and Twitter accounts in 2012 to less than 250.
O’Toole adds: “We’re taking a more direct, one-to-one approach to reaching our target consumer than we have in the past. In order to reach our target consumer, we have to understand them and what they want. We know they live a fitness lifestyle and that fitness plays a huge part in their life and they want content that supports this.
“If people are into fitness and fitness is important to them, we want them to know that Reebok is a brand that understands them and wants to help support them on their fitness path. Our goal is to give them what they want and do it in a way that has real benefit and meaning.”
The changes come as Reebok owner Adidas looks to make content a more integral part of its own marketing mix ahead of an assault on the running category next year. Elsewhere, Puma is said to be investing in the discipline, while Nike has already made inroads through ongoing activity.
Reebok hopes to ultimately create an environment where customers are served with a product, news, a fitness activity or motivation based on their interactions with the brand. Additionally, the company hopes to use it as a channel for identifying new opportunities such as its tie-up with fitness business Les Mills International.
The sportswear business is working with Les Mills to promote a fitness concept, where people follow workouts beamed on a screen in a purpose built studio. Instructors cue exercise moves synchronised perfectly with music and graphics, creating what Reebok claims is a “truly immersive fitness experience”.