Women's Fitness
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Challenge
Connect with an audience DSG struggled to reach, and showcase women’s athletic clothing in a shoppable and shareable format.
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Solution
Tell our audience’s story: celebrate the lives of athletes who personify both strength and femininity, and use athletic apparel as a key supporting character.
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Results
Users spent over 6.3K hours engaging with an interactive video lookbook that features custom photography, integrated share and shop features, and an empowering brand voice. 7% of users ultimately clicked to shop for promoted products.
Strong is beautiful. This was the rallying cry behind the Women’s Fitness campaign we created for Dick’s Sporting Goods. DSG wanted to reach women who are serious about pushing their bodies, not to conform to society’s standards, but hit the goals they set for themselves. They want high-quality, on-trend, versatile clothing that meets both their athletic and aesthetic needs. We put DSG’s line of women’s apparel on their radar with a campaign that celebrates the lives of strong, beautiful women in a series of product-featuring storytelling vignettes.
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Starting with a Concept
Our strategy centered on creating an authentic, inspiring narrative that our audience could relate to and share. Shooting the DSG apparel in motion, on real female athletes, and paired with unique motivational copy helped us make that genuine connection.
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Turning Pictures into Motion
We knew stock imagery wasn’t going to cut it if we wanted to create an authentic brand story, so we partnered with film house Alchemy to art direct the site’s custom video and photography, and wrote strong accompanying headlines to bring the campaign’s voice to life.
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Many Moving Pieces
Making the full-screen video lookbook responsive was one of our main development challenges. We introduced another layer of complexity by creating interactive, scalable content tiles that needed to display on top of video and control some of its functionality. These tiles let users shop the stories of different athletes on the site.
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Highlighting Shareable Content
Women use inspirational images as a source of fitness motivation, so we included tiles with inspirational content, designed specifically to share, tweet, and pin.
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Summary
We created an empowering, highly-interactive campaign site for Dick's Sporting Goods featuring a shoppable digital lookbook of women's athletic apparel. The site draws its audience in with narrative-based photography and video, and makes it easy for users to share their favorite products over social media.
