A few years ago, Reebok invited us to the pitch for running their digital platforms focused on women, including content strategy, e-commerce and social media. That was the first pitch I led as Digital CD at BBDO Barcelona, so this is a project that means something special to me. The truth is we didn’t win, we came in second place, which is both annoying and somehow rewarding at the same time. Anyway, I still believe we did a great job, prove of that is the client was so happy that they sent us a pair of shoes for each member of the team that I still have. These are just a few examples of what we did.
The H.B.F.S. concept appeals to the spirit of self-improvement of athletes and highlights the importance of training harder, faster and stronger to feel better in life. The tailored content strategy addressed to the target group went in this direction, and each key sport and product was associated with one of these values.
