A joint project between Bench and the online sports shop 21RUN, this campaign marked the release of the female performance collection “What’s your Benchmark?“ With a focus on social media, we worked together with macro and micro social media influencers such as "Visa Vie", "Sandra Bulldock", "Tali Quindio", "Leni Paperboats" and "Shanti Tan". And micro influencer such as "Allesvonlotti", Blancanieve", "raetilly" "Merieljoni" and "alina_kossan". They helped us promote this new line of sportswear as brand ambassadors and models. In addition to online and print campaigning, we hosted a pop-up event at Berlin’s streetstyle hotspot Torstraße. We created pull with a drop-culture method, offering the first attendees of the event one of 500 free clothing items from this limited collection.
As the creative marketing director for the joint-stock company Social Chain AG, I lead the image relaunch of the affiliated two companies (Bench and 21Run). With a team of over 50 people, I was part of the brands revival, adapting it to contemporary marketing channels and strategies. By approaching social media influencers, and encouraging them to integrate vintage pieces in their look, we created a fun and modern campaign that asked them to ‘make their fashion benchmark’ - a little play on words that I couldn’t resist.
I also produced the content for digital, performance and social media marketing leading up to the event and conceptualized the instore design of the pop-up shop. This campaign certainly demonstrates my passion for sports and female empowerment and my knowledge of the Berlin Street style scene. Overall the event was a very big success. It lead to the creation of a lot of
organic content and people danced into the night.