Gucci Run, Don't Run
PROJECT: Gucci Run
CLIENT: Gucci
AGENCY: Akqa
ACD: Ellen Fromm
ART DIRECTOR: Sam Rowlands
COPYWRITER: Agri Ibrahim
CRAFT: Emma Nikolovski
ANIMATION: Partners In Crime
What if a pair of Gucci sneakers could do the opposite of the category and provide the stillness we all crave?
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So, Gucci asked their audience to stop.
What we did
Leading by example, Gucci launched by pausing all social and web activity for three days, a rare opportunity for their teams to find flow. The stillness made all the noise needed.
Impact:
We outran the competition
The objective of this global, digital re-launch of Gucci Run was to attract new and current customers by positioning the sneaker in a distinctive way, without focusing on performance or technical product aspects .
A week after the campaign launched, Gucci Run had increased sales in the men’s sneaker segment by +25%. Overall e-commerce sales increased 178% from the previous month. EMEA and NORAM also saw very positive impacts, +29% and + 80% respectively, on their average weekly sales.
In the two weeks of the campaign, August 18 to 31, total organic engagement was 198K on Instagram, with a total of 6.5M on Instagram and 2.5M views on TikTok across the assets.
This work is a teaser for a larger campaign that will further explore the untapped potential of flow.
