My Role

Group Creative Director, MD Creative + Design Studio, Strategic Brand Repositioning, Development of Brand Platform, Brand Strategy, Digital Strategy/Digital Growth, Comms and Marketing, Campaign Development

Result

One of the most significant results for the revived brand has not only been a big increase in engagement, views, shares and generated leads (CRM) for all digital channels (primarily Social Media, Web and E-com), but also the brand’s digital footprint has now completely changed.

Focusing on a newly developed digital media growth strategy has seen previously unequalled improvements in conversion optimization over the successive seasons.

Brand Impact

Previously, the brand was seen as bit "old-school" and only for professionals. This is no longer the case: studies performed in recent years have consistently shown that the brand's refreshed identity across all channels and touchpoints has brought renewed trust (brand loyalty) and a significant increase in attractiveness (brand preference).

There is also a renewed pride amongst employees who aspire to work for the brand they help shape and renew.

Brand Performance

Overall, the brand performance in comparison to the competitive field (based on brand metrics) – as well as brand retention, attraction and preference – has increased significantly, making HEAD one of the best performing sports brands in the industry.