New Balance 20th Anniversary Campaign
Best Cause-Based Promotion
New Balance 20th Anniversary Campaign
Agency: Marketing Drive / GMR
Client: New Balance
On the 20th anniversary of its participation with Susan G. Komen for the Cure®, New Balance wanted to inspire action among consumers to join the brand in its fight against breast cancer. New Balance contributes 5% of sales from its Lace Up for the Cure® collection of footwear, apparel and accessories to the cause.
The agency created a multi-faceted program that included a consumer contest, media partnerships and event activation taking place throughout the year, culminating in October –Breast Cancer Awareness month. A co-branded New Balance and Susan G. Komen for the Cure 20th anniversary mark was used on all support materials.
The program included a presence at 120 race events and 15 three-day walks, with on-site staff attendance, prominent signage, and consumer giveaways; in-store communication and marketing kits carried the anniversary theme, including gifts such as a workout DVD with purchase; a special edition pink shoe; and a short film New Balance produced titled “Running for Hope,” featuring the story of a two-time breast cancer survivor and her daughter – the result of a national contest that invited runners and walkers to share their personal experiences.
The 20th anniversary campaign was one of New Balance’s most successful programs. PR impressions totaled over 212 million with placements on The Ellen Show, Today Show, CBS Early Show and Good Morning America. The number of Lace Up for the Cure® collection items purchased increased 80% from September to October. The in-store pin-up program resulted in $29,014 in donations to Susan G. Komen for the Cure®. An additional $55,000 was raised through donations at New Balance’s race booth.
