The Power of Collaborating with Creators: ASICS & Smarts Leading the Way in Sport, Health & Fitness Campaigns

In an impressive demonstration of innovative advertising, Smarts achieved remarkable results for the esteemed sportswear brand, ASICS. In May 2022, the brand enlisted the services of Smarts with the aim of creating paid ad content for its newly established TikTok account, with the specific goal of capturing the interest of Gen Z and expanding its consumer base.

Understanding the necessity to genuinely engage with their target audience, Smarts recognized that traditional advertising methods alone would not suffice. Consequently, the agency’s influencer and talent division, Creator Hub, collaborated with ASICS to develop a comprehensive creator programme. By co-creating content with influential partners, Smarts successfully forged an authentic connection with consumers. The impact of this approach was evident, as the campaign resulted in over 2,900 sales in a single day, garnered 2.9 million impressions, and received 16,000 clicks – an impressive feat by any standard.

The accolades for this outstanding campaign extended beyond the advertising industry. Industry experts lauded the initiative for its ability to positively alter brand perception without alienating the existing customer base, acknowledging it as a resounding success.

In a compelling interview, Laura Smith of Smarts expressed her elation at receiving the prestigious award, emphasizing the agency’s commitment to co-creation and the significant impact it is poised to have on the influencer marketing landscape in the forthcoming year. Smith’s insightful perspective highlighted the growing importance of creators in shaping the future of TikTok and influencer marketing, as well as the pivotal role that co-creation plays in Smarts’ approach to developing impactful campaigns.

The collaboration between Smarts and ASICS not only exemplifies the evolving landscape of digital marketing but also serves as a testament to the effectiveness of leveraging creators to cultivate meaningful connections with consumers. As the industry continues to evolve, embracing innovative approaches to campaign development, such as co-creation, will undoubtedly play a pivotal role in shaping the future of advertising.