Reebok Skyscape Runaround 2.0 Skyscape Woman Creator Posts
Influencer MarketingTRIBE briefed creators who already wore Reebok Skyscape Runaround 2.0 shoes to post as the 'Skyscape Woman', and the agency reports a combined following of 1.1M.
Case in 60 seconds
Reebok wanted the Skyscape Runaround 2.0 represented by the 'Skyscape Woman', a busy woman juggling work, motherhood, friends, errands and an active lifestyle, so the shoe had to be seen inside that kind of day rather than on a set.
The brief turns on recognition rather than aspiration, because a woman already juggling work, motherhood and errands in the shoe is more credible to that audience than a model posed in it, and the page frames the persona as the whole proposition.
TRIBE built the campaign around an open call to creators who already wore the Skyscape Runaround 2.0, asking each of them to post as the 'Skyscape Woman' rather than to repeat a scripted product message.
Creators who wore the shoe submitted posts of themselves in their Reebok Skyscapes, with Reebok training or active-wear preferred, and TRIBE reports 4 creator posts from creators with a combined following of 1127492.
TRIBE reports 4 creator posts from creators with a combined following of 1127492, which drew 1779 likes and comments at a 0.16% engagement rate, while the sampled comments on the posts praise the shoes.
Strategy Breakdown
Creative & Execution System
Assets & channels
- Other
Partners
- TRIBE
Results & Evidence
| Metric | Value |
|---|---|
| Combined Followers | 1.1M followers |
| Likes & Comments | 1779 likes and comments |
| Engagement Rate | 0.16% |
| Creator Posts | 4 posts |
Why TRIBE's strategy worked
- 1
Casting creators who already own the product turns the brief into documentation rather than endorsement, because the shoe is shown inside routines the creator already has, which suits a persona built on a crowded day.
- 2
A persona brief that lists concrete roles such as work, motherhood, friends and errands gives creators a scene to shoot rather than a message to repeat, so the posts carry the brand idea without a script.
- 3
A combined following of 1127492 against 1779 likes and comments shows why follower totals count potential reach rather than delivered attention, so the engagement rate is the more useful reading of what the posts earned.
Results
6%
Sales growth yoy
198%
Brand mentions yoy increase
Results
14:1
Sales roas
250K+
Tiktok followers