25 May 2018
Brandnation's Sports PR and Content teams collaborated to create [white] noise for Saucony. The new initiative, which launched today, 25/05/2018 is an exciting content marketing campaign that is designed to drive brand awareness and engagement for Saucony across their digital channels.
Today’s world is full of distraction, clutter and chaos that clouds our focus and robs us of tangible connections.
Running is one of the best ways to clear your mind and activate all the senses, like a warm bath for the brain. It’s in honour of running's meditative effects that Saucony brings you the White Noise Collection.
This Collection features the brand's top-selling trainers with an added splatter melange upper (representing noise), together with brightly coloured midsoles (representing clarity).
To mark this exciting launch, Brandnation's Sports PR agency team was tasked to collaborate with a neuroscientist to create a series of content that added 'colour' to the White Noise Collection launch.
Working with neuroscientist Ben Martynoga, the agency created content that was delivered across multiple platforms to ensure that time-precious consumers could discover more about the campaign across various touch points.
Content included the creation of a special edition podcast, hosted and edited by the Brandnation Sports PR team; an animated video edit of Ben talking about the connection between running and the brain, as well as several videos created for Instagram which were translated to be used across multiple markets in Europe.
The campaign is being supported by a busy press office function that will see 100 pairs of trainers land on the desks of key media and influencers. The launch will culminate with an event next month in Paris when the team will host international journalists to delve deeper into the campaign.
To listen to the full podcast, pop on your earphones and press play below.
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