Tekkie Town Walk Your Way Campaign | Hoola

As part of a 3-phase campaign in partnership with Tekkie Town, HOOLA’S objective was to transition from a previously established introduction to the South African footwear market into owning a space in the market. We Are You transitioned from Walk Your Way into a newly strategised brand campaign that would stretch over a period of three years, with phase one of the campaign being a production-heavy one that took a deep dive into the showcasing of various product silos and, therefore, personas where Tekkie Town compete for market share in Sport, Sandals, Apparel, Canvas, Sneakers, and Kids. We Are You Sport dives into various categories of sports, for which Tekkie Town offers footwear and apparel, that appeal to mainstream South African Soccer, Basketball, Gym, Crossfit, Netball, Road and Trail Running market. Who are we? We are real, and real sees real. We are you!

Tekkie Town Newgen Awards Case Study

Solution

So, we created a campaign that spoke to a human truth, which is that everyone is unique. We all experience, live and love differently and no matter what you do, you do it your way, leaving your unique footprint behind. Our #WalkYourWay call-to-action not only gave our customers an opportunity to truly embrace and express themselves, but it also gave them a sense of cultural belonging and it stood for something far greater than any other campaign the brand had ever done before.

How
We tapped into a strong cultural expression which delivered our message across multiple platforms and what better way to express yourself than through music and dance?

Using this as the basis of the campaign, we created a brand video which encapsulated our different audiences, and accompanied this with a global award winning song (South Africa’s summer song of 2019) that resonated across the board.

We then engaged with our audience and encouraged them to take part in our #WalkYourWay online competition where they could stand a chance of winning a R5000 voucher to spend in-store. The results were outstanding as not only did we see an instant increase in our following, our audience started to really engage by sharing what the #WalkYourWay really means to them.

With a social media advertising budget 35% less than HOOLA’S predecessor, we managed to yield increases in results ranging from 98%-544% times the original performance benchmarks.

Throughout this campaign, Tekkie Town were able to reach new heights as a brand, and successfully created a memorable campaign that delivered the brands’ ethos whilst gaining a deeper relationship with their audience.

Sometimes, it’s not about overdramatising the idea and breaking the mould, but rather about keeping it simple and executing the basics very well, which is what we did in this case.

Music is a universal language and not only did we resonate with our audience in terms of messaging, it was the fact that we were able to deliver our message using a powerful song by Master KG called Skeleton Move. The song had all the right feels – the lyrics of the song were aspirational “No matter where you go, the road will lead you home”, which allowed us to encourage our users to #WalkYourWay no matter the road, and to top it all off, it resonated with a life beyond this campaign.

Results (August 2019 – November 2019)
Coverage / Reach:

Facebook: 22 504 299 (98% increase)
Instagram: 13 190 000 (544% increase)
Twitter: 1 287 300 (358% increase)

Overall:

6 845 competition entries
77 499 new page likes / followers (136% increase)
508 063 brand video views
3 314 332 engagement (345% increase)
195 954 web sessions from 0
161 715 web users from 0