Salomon
Reaching new global audiences without ads
Salomon managed a worldwide sports marketing program and simultaneously blazed a new trail with women athletes.
Salomon began making ski equipment 75 years ago. Since then, the company has been a household name throughout the world of outdoor sports gear and clothing.
Salomon uses Roster to manage its worldwide sports marketing program. Also, Roster helped the adventurous brand reach new audiences without paying for any advertising or influencers.
The case study is a two-part success story.
Industry
Consumer Discretionary Products (Apparel & Textile)
Employees
2,820
PHASE 1
Global Management
Thousands of athletes in different parts of the world are a part of Salomon’s sports marketing program. The company aimed to expand its program while keeping tabs on all the details and results of its initiatives.
Although the sports marketing program was enormous, Salomon wanted to monitor results over time and find new ways to influence audiences. Most of all, the company cared about making the program easy for its internal team and all the athletes involved.
The overall challenge was global visibility to scale and measure their sports marketing program.
Roster Solutions for Salomon
Centralized all global ambassador programs
Salomon moved its sports marketing program from time-consuming, inefficient spreadsheets onto the Roster platform.
“Roster lets us see our results, monitor them over time, and provides ways we can influence them. We get the data we need, but it’s also easy for our teams to use.”
Local coordination of global campaigns
Large-scale worldwide campaigns were broken down into individual countries so that each market’s message, call to action, and materials are tailored to its specific needs.
“Building multiple programs inside Roster and monitoring activities helps us succeed on the worldwide stage.”
Cultivate local relationships with key athletes
Salomon athletes had their own mobile portal with everything they needed in one convenient location.
“Our athletes love Roster. That’s probably been the best feedback that we have gotten.
Our athletes love that we have a very structured and organized program. They know what our expectations are and how they’re performing.
With Roster, it’s clear to the athletes that they are meeting their obligations to us.”
Global Sports Program Results
Salomon reached over 350M people, accounting for 26% of their total UGC.
“Word of mouth has built our brand over the last 80 years. It’s just that we haven’t been able to have visibility.
For sure, Roster is going to keep remaining part of our strategy. It gives us another lever to pull and see what’s going on in the field.”
PHASE 2
New Customer Segment
Outdoor retail marketing leans heavily towards male athletes. Salomon wanted to encourage women to get outside, break from traditional stereotypes, and share their stories.
How could the company coordinate a global campaign of UGC and then measure the impact? They needed tools to coordinate the global campaign and measure its impact.
Salomon engaged their army of brand ambassadors, customers, and social media followers to participate in a customized campaign.
Using Roster, Salomon invited their brand ambassadors to participate in the campaign. They also reached out to their social media followers.
Salomon measured reach and engagement of all the social plus started collecting all of the incredible UGC.
Trail Blazing Results
The new athlete community was a huge success. The UCG was incredible and proved that women were shattering their traditional stereostypes.
Salomon ambassadors
Salomon ambassadors generated 140 posts and 5 million impressions.
Salomon fans
Salomon fans produced and shared 2,900 posts and 16.6 million impressions.
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