New Balance has traditionally been strong in footwear and sports apparel, especially during Back-to-School and Fall seasons. With content publishers and influencer partnerships, they aim for early customer acquisition and driving conversion via performance content (reviews, product comparisons, “best of” lists). By aligning media placements, product launches, and promotions with school-season trends, New Balance can improve conversion rates, lift average order values, and expand its loyal customer base among students and young consumers.
- New Balance US aimed to maximize engagement and conversions during the Back-to-School season, reaching both student and family audiences. The program deployed a three-pronged strategy:
Commission Improvement: Offered tiered commission incentives to top-performing publishers and influencers, motivating prioritized product placements and increased promotion effort.
Banner Involvement: Delivered custom, seasonally themed banners highlighting Back-to-School collections, placed across high-traffic content sites and integrated into influencer posts.
Storytelling Flow: Influencers and content partners emphasized the combination of comfort, style, and performance, aligning with Back-to-School needs. Content guides like “Top Shoes for Students” and “Fitness Gear Essentials for Fall” included shoppable links and banner placements, ensuring seamless consumer journeys.
Conversion Rate (CVR): +51.67% MoM, driven by commission incentives and banner visibility.
Publisher Engagement Rate: +18% MoM, reflecting stronger clicks and partner activation.
Audience Reach: Covered 11 million consumers, capturing both student and family segments.
Overall Impact: Strengthened New Balance US brand visibility during a critical retail season and enhanced long-term partner collaboration.
This approach blended emotional storytelling with conversion-driven placements, connecting New Balance products with relevant audience moments while maximizing measurable ROI.
