Concepts X New Balance “247 Release”.

We were approached by New Balance regarding the worldwide release of the ‘247 Luxe’ lifestyle sneaker, which offered a new look, feel and fit, but draws inspiration from iconic New Balance models to remain grounded in the brand DNA.

As the UAE’s premier shoe store for sneakerheads, Concepts DXB were chosen as the retailer in the UAE to host the release party for the ‘247 Luxe.’

Working within an extremely limiting 7-day time frame, while being held to a 100 pair sell-out minimum, we successfully secured all necessary approvals, planned and purchased media, created digital ads, and delivered a compelling in-store setup.

The original media plan was made to accommodate 15 days, however due to the short period we had the strategy had to be changed. The goal was switched to achieve reach to secure a successful launch event. Instead of optimizing for clicks we accelerated for views and reach which gave us an excellent return.

Our targeting extremely specific, giving maximum exposure to our target audience by focusing on topics that sneakerheads would be interested in, such as: fashion and lifestyle, luxury, athletic footwear, athletic apparel and casual shoes.

We did this is by targeting websites popular with sneakerheads, e.g. solecollector.com and sneakernews.com. This ensured that hose viewing the ads are the same consumers who would likely attend the event.

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