A 25-slide presentation, conceptualized, designed, and visualized following the case provided by organizers of "Analytics 2.0" in 2021. A renowned brand of footwear company was struggling to grab the market with the scope of online and in-store branding only during the pandemic.

1. The Office

2. Situation Analysis
Brand management team of Apex is in the action of re-
launching Sprint targeting Premium Youth Demographic.
CEO warned the team about low budget on marketing for
Covid-19 risks.
Only online and in-store channels are suggested to use to
relaunch Sprint.
The team faces the challenges to increase social media
traction and leverage influencer marketing.

3. Competition
Positioning Segmentation USP Price Range
(BDT)
Digital campaign
in Covid-19
High quality sports products
at high price which gives
satisfaction and comfort
Sports Enthusiasts
Quality,
Design
1000-12000
Play inside,
play for the
world
Stands for passion for
sports
Fitness & Sports
Enthusiasts
Quality,
Fashion
attachment
2000-13000 Ready for
Sport
A brand with
creative, energy and
style
Who looks for
uniqueness
Innovation,
Ultimate
comfort
4000-9000
An aspiring brand for
all sportsmen
Fashion-conscious
with semi high
purchasing power
Design,
Leadership
movement
1200-7000
An athletic brand for
young generation in
Bangladesh
Premium youth
demographic
Quality,
Low price
900-5000

4. Brand Analysis and Comparison
Tagline: Ignite your spark
Previously sales were in decline
Focused to: Premium youth demographic
Aspiration: Branding team has aspiration to make
this brand as a combination of Nike and Adidas Low Price
High Price
Performance Fashion
Sprint wants to be
comparatively low-priced and
unique on performance and
fashion basis

5. Having challenges to reach right
prospects through online and
low engagement on social media
Low budget for
re-launching
Absence of proper knowledge to
use digital platform for marketing
Let’s do some pencil works
(Problems and Core Issue)
CORE ISSUE:
Scarcity of budget
with the absence of
Major influencing
marketing channels
during covid-19:

6. Alternatives Evaluation
E-commerce discounts
with launching an OVC
In-store branding with less
digital engagement
A new campaign focused on
Online and In-store branding
Main objective to reach and
engage people is not fulfilled.
Though people are facing to
e-commerce more, proper
awareness should be needed.
Only store visitors or customers
will get to know about re-
launching.
Less relevant to the changing
buyer behavior in Covid-19.
People will be engaged and known
about relaunching through digital
and in-store platforms.
So much relevant to the changing
buyer behavior.
REJECTED REJECTED ACCEPTED

7. The Big Idea

8. The Big Idea
“Un-stop To Ignite” denotes to encourage
unstoppable fadeless movement through
sports and athletics though stuck in Covid-19
restrictions.
Main objective is- relaunching the brand
making relevance to the current scenario in
Covid-19 targeting young generation.
It’s a 9 month-long campaign.
Phases Main Objective Timeline
Engage phase To engage TG and make them consider Jul'21-Aug'21
Place phase Sales generation Sep'21-Dec'21
Sustain phase Staying in consumer's mind and decision making stage Jan'22-March'22

9. Target Group
Demographic Behavioral Psychographic
-Age Group: 16-45
-Upper-middle class
and Upper class
-Urban people
Spend most of the time in
consideration and choosing
while buying sports shoes
Tech-oriented and social-
media centric, show-off
and classy attitude in
maximum
Target Group
Tech-oriented premium youth generation
who mainly live in cities
Segmentation

10. Virtual Campaign Launch Event
4 celebrities and gym enthusiasts (Jamal Bhuiyan,
Tamim Iqbal, Nusrat Faria, Akbar Ali) will join the event
and share their stories about when unstoppable
movement helped them to spark.
The virtual event will be aired on Sprint Facebook
Page and Youtube Channel.
People ordering Sprint sports shoes through e-
commerce during this 2:30 hours launch event will get
25% discounts.
Jamal Bhuiyan Akbar Ali
Tamim Iqbal Nusrat Faria
Engage Phase

11. “Un-Stop” with Richard Stonier
Who? : Richard Stonier, popularly known as ‘Pagla
Bhai’ in Bangladeshi social medias, is the Strength and
Conditioning Coach of Bangladesh u-19 cricket team.
How?: He will join in Sprint Facebook and Instagram
live on 2 Fridays in a month to emphasize on physical
exercise at home during Covid-19.
Why?: He has influencing capability to make buzz
through his motivational and vaguely pronounced
Bangla words to cricket loving young generation.
Objectives: To maximize engagement with TG in
social media and encourage them to ‘un-stop’
exercise at home to have a sound health.
Engage Phase

12. “Un-Stop” Skipping Challenge
How?: This challenge will be long for 14 days where
people will upload their skipping videos and upload
on Sprint page with hashtag #unstopchallenge
Objective: To engage target people to this challenge
with competitive mindset and reach the people with
perfect brand identity.
Top 5 highest performers will get free sneakers and
athletic shoes from Sprint. Different celebrities and
influencers can also take part.
Engage Phase

13. “Un-stop” Design Challenge
Target group is invited to design sports and athletic
shoes for Sprint and show their creativity through
Sprint created ‘Un-stop Design’ platform.
They will create their own design and upload it on
Facebook and Instagram with #UnstopDesign
Top 3 winners will get total BDT 1,00,000 prize
money and featured in Sprint social media. Athletic
shoes will also be produced following their design.
Designer’s name and signature will also be
displayed in packaging and in-store marketing after
production.
Engage Phase

14. In Facebook and Instagram, generating the age range,
education level and detailed demographic will help to reach
exact prospects for every post.
For Google Ads, proper keyword generation can show
prospects the result of Sprint Website on the first page.
Digital Marketing

15. “Un-Stoppable” Influencers
UNSTOP
T o
Nazia Hassan
Nazia Hassan is a fitness conscious Instagram influencer.
Her collaboration with Sprint will help to encourage the
female target market to be careful about fitness and
promote the brand in a right way.
Connection: 6 weeks Fridays live fitness session on
Instagram and sharing unstoppable journey stories in a
live session.
Nadir
Nadir is a traveler and Youtuber, who shares videos of
adventures in storytelling and informative ways.
Connection: His collaborative videos with Sprint will
help to make audience understand about the quality,
variety and flexibility of Sprint athletic shoes through
Youtube, Facebook and Instagram.
Engage Phase Place Phase

16. With
Sohel Taz
Sohel Taz is a fitness-conscious ex-politician
who motivates people of all ages to be fit
through TV programs and Facebook.
Connection: Live exercise session,
promoting and story sharing live event on
Facebook.
Ridy Sheikh
Ridy Sheikh is a dancer, Instagram and Tiktok influencer
followed by more than 2M youths in social media.
Connection: She will show Sprint sports shoe matching with her
dresses in different dance cover videos on Youtube, Facebook,
Instagram and Tiktok. People will get Sprint shoe details on the
description box.
Place Phase
“Un-Stoppable” Influencers

17. Shop now at
Collaborative Ads with E-commerce
How?: E-commerce platforms will offer them
discounts for limited time periods.
Why?: Collaborative ads with e-commerce
platforms will ensure more reach through social
media.
Objective: To enlarge the reach number of brand
and influence customers to buy as e-commerce
sites have a huge follower base on social media.
Place Phase

18. “Un-stop” Shopping
What?: It’s a virtual AI based shopping place where
customers can make their own characters and enter to
the virtual shop by following a link.
How?: Customers will visit the virtual shop whenever
they want. They can find their preferred color and size
in this shop.
If they like any kind of products from this shop, they
will be taken to the websites of e-commerce and get
20% cashback on more than 2 purchases from this
virtual shop.
Main objective is to boost engagement, reach and
sales of Sprint footwear by adopting AI and virtual shop
experience.
Place Phase Sustain Phase

19. Key features
Foot size identifier: A customer can identify his
perfect foot size through an AI feature set with the
system. He should take a photo of his foot and the
system will process.
Perfect match: Customer can upload a photo of his
previous sports shoe (even other brand) and the AI
system can find his/her perfect match according to
previous shoe specification.
Bargaining power: For the first time, customers can
bargain through this virtual shop. They can ask a price
and AI algorithm will generate a price following the
algorithm and price benchmark.
Place Phase Sustain Phase
“Un-stop” Shopping

20. In-store Branding
Mini playground to test Sprint sports shoes’ quality
(On Jamuna Future Park).
‘Repair corner’ to repair previous bought shoes to get
customer retention.
Customer trials on mini fields will be updated on social
media pages/accounts.
Sustain Phase
Place Phase

21. Collaboration Plan
Selective 4 gyms will have a mini-store to showcase the Sprint
shoes.
Gyms will allow their members for trials of Sprint athletic shoes
and exercise for one day.
Gyms can make a package with Sprint shoes with membership.
Players from different selective cricket/football clubs will
get Sprint sports shoes with up to 50% discounts.
Players should log in to created “Sprint Portal” and insert
the name of clubs (collaborated clubs will only be
allowed) and they will get discount coupon.
T o
Gym Cricket/Football Clubs
Sustain Phase

22. “Mr. Unstoppable” Bot
Hello Jamal,
This is Mr. Unstoppable.
How can I help you?
I need an exercise routine
and schedule
Great, let me know your
height and weight? You
want weight gain or lose?
5’8’’ and 78 kg. Weight
lose.
See you at tomorrow
morning. 8:30 AM
Wake up Jamal. It’s
time.
Here is the list you should
exercise. Press done
when it’s finished. If
anything is unclear, press
tutorials.
Done
Sprint will create a bot called ‘Mr. Unstoppable’ and it
will remind, schedule and plan the exercise routine
for the people who are interested.
This bot will be able to act as a digital fitness trainer
by Sprint.
Different digital marketing methods will be used to
influence the interested people to buy Sprint shoes.
Engage Phase Place Phase Sustain Phase

23. Situation Based Social Media Posts
“মামা, মমরপুরর আইসা ত া বৃষ্টির তেইগা
পড়োম মাইনকা মিপায়,
তমার ৪০০০ টাকার স্নিকারস
তটকরব ত া?”
Social media posts based on situation or viral topics
will create some audience engagements, where
attributes of Sprint athletic shoes will be shown
tactically,.
Sometimes, different limited time discounts will be
offered based on the situation and to the most
engaged people in the social media.
Sustain Phase
Place Phase
Engage Phase

24. Strategic Feasibility
KPIs
Total engagements
Total reactions
Total comments and shares
Purchases by click
Total Log-ins on virtual shop
Total designs posted
Engage
Place
Sustain
Increasing engagement and
attachment with new brand identity
Conversion from attention stage to
consideration and purchase stage
Generating reaches and sales
Sustaining in consumer’s mind and
generating sales

25. Budget
Phase Campaign Budget Reason Reach
Engage Phase Virtual Launching Event 250,000.00 Invited guests + Video boosting 800,000
Un-stop with Richard Stonier 200,000.00 2days 30mins video+ boosting 600,000
Skipping Challenge 30,000.00 Only post boosting 700,000
Design Challenge 200,000.00 Portal creation and digital marketing 600,000
Influencer Connection 130,000.00 2influencers 600,000
Place Phase Influencer Connection 280,000.00 4influencers 900,000
E-commerce engagement 200,000.00 Collaborative digital marketing 750,000
Virtual Shopping 350,000.00 900,000
In-store 300,000.00 Decoration and ads + Online 450,000
Sustain Phase Collaboration 450,000.00 Collaboration with selective 8gyms and clubs 600,000
Bot 100,000.00 50,000
2,490,000.00 6,950,000
Cost per Reach: BDT 0.36
Conversion Rate: 0.04%
Return on Investment: BDT 55,60,000
Facebook 40%
Instagram 19%
Google 11%
Tiktok 5%
Instore 25% FEASIBLE