Elemental Russell Athletic case study
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Russell Athletic, an American sportswear brand founded in 1902, launched in the UK market. Elemental Communications was hired to boost this re-launch through their online PR, SEO, and social media work. Elemental analyzed Russell Athletic's 80s-themed microsite and created an integrated digital marketing strategy focused on search and social media. Their efforts included optimizing the site, creating social media assets, encouraging viral videos, and achieving media coverage, resulting in over 100,000 site visits.
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Elemental Russell Athletic case study
- 1. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Russell Athletic case study Online PR, SEO and social media
- 2. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. About
- 3. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Russell Athletic Founded in 1902, Russell Athletic is the original American sportswear brand It began in Alabama, with just eight knitting and 12 sewing machines. It now dresses American athletes across field, track and court
- 4. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Brief
- 5. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Boosting a re-launch Elemental worked on re-energising the re-launch of Russell Athletic brand into the UK market after the initial launch by their PR and social CRM agency Focus of the campaign was the 80s themed microsite
- 6. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Increasing visibility Russell Athletic wanted to increase visibility of the 80-izers microsite and the viral marketing creative designed to interest potential consumers back to the site and build the UK presence of the brand
- 7. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Approach
- 8. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Search and social We analysed the microsite from comms, search engine optimisation (SEO) and social CRM perspectives culminating in an integrated digital marketing Strategy with a focus on the content on and off the site
- 9. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Extending reach We created meta tags for main pages of the site and aligned these with the email push, viral marketing and PR activity that was created by the other agencies and the social media assets we set up
- 10. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Creating social assets We integrated conversation into the social assets created, namely Facebook, Flickr, Twitter and YouTube for the brand addressing longevity beyond the launch and instilling brand legacy
- 11. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Viral marketing We worked with the 80s-izer’s viral marketing video upload tool encouraging users to create their own video and then share it across their social media channels to create buzz and increase interaction online
- 12. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Behind the scenes We extended the longevity of the campaign by using behind the scenes footage from the photo and video shoots by the dancers/actors Creating another level of dialogue with media and users
- 13. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Impact
- 14. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Impact of SEO SEO sustained visibility and traffic to the 80-izers microsite in line With blogger relations, media relations, social media and UGC activity Ensuring the content was aligned, targeted and relevant
- 15. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Connecting We successfully connected with bloggers, journalists and site owners Achieving competition placements, coverage and reviews for the brand In addition to connecting directly with the target audience
- 16. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. The value of comms We achieved first, second and third page positions in search engines such as Google with universal search, improving search visibility in addition to 20 trade media mentions, 15 blog posts and 100,000 visits
- 17. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Learn more with us Creating and launching a brand is just the beginning. With us learn how to manage your brand in off and online environments with confidence Using blogger relations, PR, marketing and social media
- 18. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Elemental profile
- 19. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok, Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy, digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission: To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental
- 20. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Interested?
- 21. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Getting in touch
- 22. Elemental Communications Limited © Copyright 2001-2011. All rights reserved. Email info@elementalcomms.co.uk Telephone +44 (0) 843 208 4592 Learn more with us http://elementalcomms.co.uk/blog http://elementalcomms.co.uk/creds http://elementalcomms.co.uk/showreel Twitter goodness http://twitter.com/elementalcomms http://twitter.com/smponline Contact us
Editor's Notes
- Reebok Launching Reebok.com
- Brief
- Global comms and PR Appointed directly by Reebok for B2B PR across UK, France, Ireland and US Raise awareness of new mobile initiative delivered by UK mobile agency Communicate new website launch off and online
- Approach
- Multiple regions Managed comms for EU countries on a regional and local level Worked with different time zones and publication deadlines from US to EU Off and online PR, social media and blogger outreach
- Integrated comms News engine SEO to boost search engine visibility and social search Secured offline exclusives and timed online communications to compliment Ensured seamless off and online integration globally
- Impact
- Future proofed comms Articles, features and site reviews conveyed core objectives of messaging A progressive, user friendly, e-commerce driven site that is intuitive to users Future-proofed to adapt to digital and social arenas
- In-depth website reviews Established key relationships with B2B media in each market Engaged online influencers to carry the story as far as Asia and Australia Include double page spread in Computer Arts magazine
- Brand and site reach Coverage achieved in major titles for UK, Ireland, France and the US UK titles included Marketing, New Media Age (NMA) and BrandRepublic 750,000+ reach for both campaigns setting global agenda
- You’ve got Rondo’d Increased awareness of mobile activity for Rajon Rondo campaign Coverage achieved in key mobile and marketing magazines in UK and US Significant spike in uptake as a direct result of PR
- Reebok testimonial Elemental’s promotion of Rebook’s EU launch and their PR strategy for our global rollout of the new Reebok.com site had an important impact upon its visibility, and the understanding of new site developments. In a fragmented media environment, Elemental demonstrated how important it is to integrate communications in working across channels and connecting with consumers on their own level. Richard Prenderville, head of global brand marketing, Reebok
- Elemental profile Check out our three minute profile, a brief summary about us and what we do. We think you’ll like it a lot!
- Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand experience: adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio
- Interested? Now you’re read about us and what we do, are you interested in getting in touch?
- Getting in touch
- Email [email_address] Telephone +44 (0) 843 208 4592 Learn more with us http://elementalcomms.co.uk/blog http://elementalcomms.co.uk/creds http://elementalcomms.co.uk/showreel Twitter goodness http://twitter.com/elementalcomms http://twitter.com/smponline