Brand awareness social campaign for Tanko Sportswear, creating online buzz ahead of product launch.
In March 2016, Tanko Sportswear was to soft-launch their first product and equipment range, with the Tanko Boxing Glove set for the early release date of Friday, 12th February. However, the brand had little awareness outside their current close-knit community of followers. For the product launch to be a success, the brand had to get noticed and fast.
Among other social strategies, I pitched the idea of generating social buzz by newsjacking the upcoming national holiday, Pancake Day. The idea was simple: to challenge combat sports fans and practitioners to flip a pancake while wearing a pair of Tanko boxing gloves. Muay Thai triple world champion and Tanko ambassador Panicos Yusuf was on board and the Tanko Pancake Day challenge began.
The user-generated social campaign organically reached 21,962 users, provoked several pre-order sign-ups and gained an engagement metric of 4,517 over several submitted entries in just 48 hours. As the Pancake Day Challenge was unlike any other combat sports campaign, we were able to create social buzz sufficiently.