Reebok makes social lifestyle content shoppable
The move is part of a broader strategy to accommodate the growing number of consumers who discover products and shop online through Reebok’s social channels.
The fitness brand has appointed marketing technology company Curalate to make its social media channels fully shoppable to create a seamless experience for consumers.
Beginning with Instagram, consumers who see images and videos featuring athletes using Reebok products on the brand’s social channels will now be able to learn more about different ranges and buy the products in the posts.
“Our brand digital focus is to be relevant to existing and future customers, as a large part of our audience is active on social media,” said Mark Allin, senior digital manager at Reebok. “Reebok’s online content celebrates fitness communities. We’ll feature our products in content captured during genuine workouts, rather than simply product shots. This way people are clear as to what our position is in fitness, and can then explore options to purchase. This approach provides a clearer and more consistent message to the user, one considered journey.”
Reebok will enhance the overall customer experience with the new technology and will be able to attribute ROI from branded content and social activity that leads to ecommerce sales.
Allin continued: “It’s helping us create a clearer picture of what Reebok’s ideal consumer journey is, while our ecommerce team will benefit directly from the brand work that’s taking place.”
Part of Adidas, Reebok is also planning to integrate shoppable lifestyle content into online advertising campaigns.
The brand will be promoting a new footwear range in September as part of its partnership with Ragnar Relay, a 170-mile team relay race. Footage of each team will be promoted on Reebok’s social channels in near-real time, with fitness kit and trainers made shoppable.
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