Results and Effectiveness

Being a no media spend campaign, this campaign performed exceptional delivering 37,50,000 minutes of pure brand engagement. More than 1 lakh fans acquired within a span of just 2 weeks – all of it without any media push. 50,000 active users of the application within 2 weeks.

Creative Execution

Taking the power of social media to the next level, with “Tone my Avatar” application, we created 3D avatars which a user can select and exercise with daily, keeping themselves as well as their avatars fit. The other attraction of the application was “Upload a picture” which asked Easytoners to upload their picture wearing an Easytone and in return Reebok would gratify them. Also an integration ofwww.shop4reebok.com enables users to buy from the application. To target our audience which is women between the age group of 18-35 who are looking forward to be fit, we started promoting our application through heart hitting fitness messages on the wall of facebook page along with some fitness mantras which provoked female users to start working out with the virtual avatars.

Insights, Strategy and the Idea

We wanted to launch the much awaited Reebok Easytone apparels amongst women and establish the core proposition of the brand – “tone while you live.” The key objectives set for the digital media was to generate buzz and drive maximum consumer engagement towards a better recall & word of mouth. After the award winning EasyTone Digital campaign, that ran last season/year, Reebok wanted to strike back yet again with another unique online concept for EasyTone. So when we sat thinking of the brief – we thought revolution, we thought change, we thought breaking the status quo. And that’s exactly when we decided to turn the Social Networking Platform into a Social Fitness Platform. Building on the core concept of the brand, “Tone while you live”; we coined “Tone my avatar”.