When New Balance launched a line of exercise apparel in partnership with Heidi Klum, the goal was to inspire confidence in the customer that they would not only look good while working out, but also feel great doing it.
With the launch of the new line, New Balance invited customers to submit photos of their own unique style combinations through Twitter and Instagram using the hashtag #HKNB.
Olapic’s technology enabled New Balance to capture and display these user-generated images in a shoppable online gallery where visitors could explore content from a community of #HKNB customers, and on product display pages where they could click through to purchase or learn more.
In the 120 days following the campaign’s inception, over 6,000 Instagram photos were collected using the #HKNB hashtag. By linking these images directly back to products available for purchase, New Balance was able to enhance their product presentation beyond what consumers normally encounter on an e-commerce site. The quality of these pictures was phenomenal and fans who used the #HKNB hashtag were able to experience a more authentic and connected New Balance community.
The result was a shopping experience that was far more intriguing for consumers, creating trust in the brand by showcasing products used by real people. This in turn culminated in an impressive 39% increase in sales over the course of the campaign.