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The Challenge

Moms frequent Dick’s to buy apparel for their kids and athletes in their family, but rarely was ‘mom’ buying apparel for herself.  To correct this, Dick’s invested in a redesign of their women’s section and also added several new female (and mom friendly) apparel brands to their lineup. They now needed to drive awareness & re-engagement with female athletic apparel shoppers.

What we did

In order to drive broad awareness, credibility and traffic we worked directly with key paid influencers (e.g., Fitnistas, Mom Leaders, or On-the-Go Getters) and gave them a chance to experience DSG’s redesigned store & apparel firsthand. This on-going campaign allowed for new immersive experiences and content based on the brand’s objectives throughout the year.

Outcome

28MM impressions

25K Social Shares

115 Paid Influencers Activated

600+ Photos shared

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