IAKI develops a strategy to bring the identity of Sector Sports hero into the daily life through the publication of photos, iconographic contents and user interaction on the page. Sandro Marchetti, CEO of IAKI, introduces the project.
What are the keywords in Sector’s identity?
Sector has a strong identity characterized by unmistakable elements: challenging the limits, extreme environments, performance and the importance of time. We started looking for a daily application close to people for these hyper-sports values.
How have you developed the social media marketing strategy?
The indestructibility and the ultimate challenge to the limits are very attractive concepts, but they see most people as passive viewers. In order to facilitate a process of identification that would make more frequent and personal interactions on the page, we have translated this positioning into social language: what daily challenges do you face every day? From morning run to bringing children to school, to the crazy city traffic, every one is already a hero in his own life.
How have you realized this social strategy in the Facebook page?
We have created a space on Facebook where Sector fans can know both the product and recognize its values. This page provides high models: the pictures of the watches, videos of extreme experiences, achievements in the ironman, but at the same time it invites users to give their contribution. People have sent us photographs of their Sector against city backgrounds, in train or during a walk in the mountains, there are people who have even sent a video shot during a flight on hang-glider while screaming out loud “no limits.” The distance between the product positioning and the daily life of the fans is shortened, making the two into one single stream of homogeneous content. This is the practical way to achieve the social strategy.
What have been the results?
Sector has received direct confirmation that its values still have a scope and a very strong emotional impact on people. The social media strategy has put together the concept of “no limits” and the daily life, making the model of the hero overcoming the limitations and winning the challenges a reality at commuter’s grasp. Users are proud to belong to the Sector group because they recognize themselves in the product even if the biggest challenge of the day has nothing to do with the high speed and the adrenaline of a Bmx, but rather with the train to be taken every morning to go to work. Today, the page sees continuing organic growth at a rate of engagement very high in the category.