Naveen Lokesh articulated New Balance's strategy by saying, 'We take an approach of 'fewer, bigger, better' when we're signing partnerships.' This approach emphasizes deeper engagement and compelling stories.
Lokesh shared insights highlighting the impact of their partnership with Cameron Brink, stating, 'Our fourth most engaging post was when Cameron Brink got drafted into the WNBA.' This achievement underlines the success of their strategic focus.
New Balance conducted A/B testing and discovered a 22 percent lift in engagement from posts featuring Brink, emphasizing the effectiveness of well-targeted athlete partnerships.
The organization's partnership with the WNBA reflects their commitment to women's sports, as Lokesh noted, 'That was a huge validation for us and a mix of ROIs,' showcasing the effectiveness of their approach.
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