Reebok's digital strategy targets fitness and athletic individuals through social media, search engine marketing, and landing pages. Key performance indicators include unit sales, ecommerce sales, and social media engagement. The main idea is a contest where customers buy Reebok shoes, follow Reebok's social media, and tweet the most creative photo using #REEBOKFIT for a chance to be featured in a commercial. The strategy has a $1.35 million annual budget to execute across Twitter, Instagram, Facebook, Google Adwords and pay-per-click ads.

1. Reebok Digital Strategy
Michael Awada
NMDL Final Presentation

2. Target Audience
• Broad Target Audience
(Men & Women)
• Multiple demographics
and behaviors.
• Psychographics (Fitness
& Athletic minded
Individuals)
• Values: Fitness and
healthy lifestyle

3. Key Performance Indicators
• Unit sales in store
• Ecommerce sales
• Digital Impressions
• Retweets, follows,
& likes

4. BIG IDEA
• 1.Buy ANY pair of
Reebok athletic shoes
• 2.Follow us On Twitter
• 3. Tweet us a picture
of you and your shoes
the MOST CREATIVE
PITCTURE FROM THE
MOST SPONTANIOUS
PLACE!!

5. BIG IDEA
• 4. Hashtag #REEBOKFIT in your picture.
• 5. Winner of our contest will be shown in our
next commercial displaying their creative idea
and picture they tweeted us for the world to
see!

6. Tools & Tactics
• Social media strategy (Twitter, Instagram,
&Facebook)
• Search Engine Marketing (SEM)
• Google Adwords
• Google’s Pay-Per-Click
• Effective Landing Pages

8. Budget
• Reeboks’ annual working budget $10.35
million for North America
• 10% of that we would use for our full digital
strategy
• Leaving us with $112,500 as a monthly
budget!
• 1.35 million annualy

9. Summary
• To cap off my campaign I think with our big
idea of “most creative picture in the most
spontaneous spot” will launch and instantly
become trending on Twitter and other social
media.
• Great idea to get people to go out live a
healthier and fit lifestyle and tweet us while
they’re at it.

10. Summary
• We have a solid healthy budget and our digital
strategies I think couldn’t be better for our
type of campaign. At the end one lucky
consumer will be in a commercial, which
shows him and the tweet, he sent out to win
our contest!
• BE THAT LUCKY WINNER… BUY REEBOK
#REEBOKFIT