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yuna

Partnering with JD Sports, the Undisputed Destination of Air we told the story of Air Max 2090 as a true icon of tomorrow through our local changemaker, Yuna. Covid-19 challenged us to re-evaluate our plan and make some necessary changes. Taking into consideration doing what was right for both the brand and the market, we split the journey into two phases launching the white colorway earlier this year and then continuing our O2O journey with the pink colorway drop in August.

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Yuna is a beacon of possibility. She constantly reinvents expectations and pushes cultural boundaries.

 

She paved the way for other Malaysian artist by showing them that it’s possible to make a mark on the global stage.

Born Yunalis Zara’ai, Yuna was first noticed when her music was uploaded on Myspace and it received more than one million plays. Her success gained attention from the indie-pop label/management company and she was signed on the Fader Label in 2011.

Today, Yuna’s a multifaceted creator who’s not afraid to stand for creativity and self-expression, while staying true to her beliefs.

 

Her music is a soulful representation of all that she believes in, capturing the hearts of fans around the world.

 

She continues to define her future and inspires young artiest to believe in the power of their craft.

HER STORY

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PHASE 1

Launch date: 4.10

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PHASE 2

Launch date: 8.6

PHASE 1

 

LOCALIZED CAMPAIGN EXTENSION

OOH

OOH PRESENCE AROUND AND INSIDE PAVILION MALL

17 SCREENS

DIGITAL

SOCIAL

80K+ LIKES

SALES

ST: 75%

PERFORMED BEYOND ST EXPECTATION FOR AM2090 FRANCHISE AND ABOVE AVERAGE IN SEA&I MARKETPLACE

*SP-FA20 ST DATA

PHASE 2

 

We invited consumers to sign-up for an exclusive acoustic performance of Yuna playing her major hits! And a chance to get a personalized shout-out from Yuna herself by sharing what inspires them to create their future. The team managed to align the product availability both online and offline to push her story creating impact and excite the market with a strong message – “If you can imagine it, you can do it.”

LOCALIZED CAMPAIGN EXTENSION

Positive reactions from Yuna's video posted on Instagram

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OOH

OOH PRESENCE AROUND AND INSIDE PAVILION MALL

17 SCREENS

4 WEEKS

MORE THAN 40K TRAFFIC FOOTFALL TO THE JD PAVILION STORE

DIGITAL

SOCIAL

139K+ VIEWS

6K PAGE VIEWS

SALES

#1

HIGHEST SELLING AM2090 WOMENS SKU IN FA20

CONSUMER ENGAGEMENT

WE CREATED A DEDICATED PLATFORM TO HOST THE SIGN UP PAGE

CREATIVELY CAPTURING 'MEMBERSHIP' DATA THROUGH AN INVITATION TO WATCH HER EXCLUSIVE PERFORMANCE & CHANCE TO GET A PERSONALIZE SHOUT OUT BY YUNA 

80+ CONSUMER SUBMITTED THEIR STORY ON WHAT INSPIRES THEM

YUNA SELECTED HER FAVORITE ONE AND DID A SPECIAL 1:1 SHOUT OUT FOR THIS JD MEMBER

Anisa Rijal

What inspired me to create my future is knowing that all these hardships that I am enduring currently, the voices around me does not matter and it’s temporary but the rewards that I will reap at the end of the journey will be tremendous. At the same time, I truly believe that my happiness can be achieved by following my heart and passion to work on my goals

HIGHLIGHTS

WE ALSO INVITED YUNA TO AN EXCLUSIVE SHOPPING EXPERIENCE AT JD SPORTS PAVILION ASSISTED BY OUR LOCAL EKIN TO ENSURE WE SERVED HER WITH THE RIGHT INFORMATION ON OUR PRODUCT STORIES

PLEASE ENJOY THE RECAP VIDEO BELOW! THE PART WHERE SHE IS EXCITED TO SEE HERSELF ON THE HUGE BILLBOARD IS OUR FAVORITE.

LEARNINGS

HITS

  • POSITIVE RESULTS DERIVED FROM FEATURED AM2090 SKUS. 75% ST AND NUMBER 1 SELLING WOMENS AM2090 SKU

  • GREAT PERFORMANCE FOR AM2090 FRANCHISE, PERFORMING BEYOND ST EXPECTATIONS AND ABOVE AVERAGE IN SEA&I MARKETPLACE

  • INCREASED WOMENS SHARE OF BUSINESS IN AIR PLATFORM USING YUNA FEATURING AM2090

  • OOH IN PROXIMITY TO THE STORE CREATED GREAT EXPOSURE AND THE MEDIA VENDOR WAS FLEXIBLE FOR US TO MOVE THE CAMPAIGN DATES MULTIPLE TIMES (OOH USUALLY A NON-MOVEABLE FORMAT).

OPPORTUNITIES

  • DUE TO UNFORESEEN EVENTS RESULTING IN HIGHER PRODUCTION COSTS, LAUNCH DATE WAS DELAYED FROM SU20 TO FA20 TO OPTIMIZE MARKET SENTIMENT

  • BETTER COLLABORATION WITH THE ACCOUNT ON PERFORMANCE MARKETING BUDGET

  • PRODUCT AVAILABILITY - EARLIER ALIGNMENT TO ENSURE WE HAVE EVERYTHING WE NEED FOR THE SHOOT TO ENHANCE EFFICIENCY AND COST EFFECTIVENESS

  • LEVERAGE THE RACI FRAMEWORK TO DETERMINE ROLES AND RESPONSIBILITIES FOR PM WORKSTREAMS UPFRONT INCLUDING GEO, TERRITORY AND PARTNER REQUIREMENTS.

PRESENTED BY JD INTEGRATED ACCOUNT TEAM SEAI