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3.6 Bold Digital Takeover

The biggest challenge or Digital team was building strong and meaningful connections with youth on digital, powered by Dn8’s unreal experience. It started from bold digital takeover on launch day which was successfully built initial awareness though impactful launch programming across all digital touch point. Recorded the lowest bounce rate among all previous HP takeovers. Strong impression led to 63% NDDC sell though.

Bounce Rate

0.%(-13.7%p)

VS FA24 Running Statement HP takeover

CVR

.%(+0.83%p)

VS FA24 Running Statement HP takeover

HP Time Spent

s

+9s vs SP24 Dn Launch 72h

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Digital to Physical Integration

Invite digital members to brand storytelling and event for deeper engagement. Introduced community focused Dn8 storytelling and local brand event moments on digital flagship to inspire digital members. A seamless integration of digital to physical journey generated 26K page visits with +6.59%p higher CTR vs SP24 Dn launch and 2,234 members registered for ‘The chef’s suite’ brand event through digital flagship channel.

CTR

+%

VS SP24 AM Dn

Infinite Space

Designed premium digital brand experience and deepen the connections with disruptive off platform microsite. Acquired 150k users and high site duration time and return rate.

Users completed the full journey of the Infinite Space

~%

Top to Toe Dn8 Styling Gallery

Page View

Avg. Time

,0

s

Digital gateway to deliver local community story & IRL event

Avg.

,

Event count

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Air Shop

Elevated styling expression with IRL looks and product focused assets to hero Air max franchise. CDP drove 36% high CTR for 2 weeks (MAR.31 to APR.14) and contributed to sales incremental for air max franchise

Air Max Unit Sold During Air Shop Period

Air Max Plus

+56.69%p

Air Max 90 LV8

+40%p

Air Max 90

+37.42%p

Air Max Dn

+11.84%p

SP25 AM Dn8 NDDC Result

TOP 1

FQ7860-008(Men)

%

TOP 2

FQ7860-002(Men)

%

TOP 3

FQ7860-006(Men)

%

MAR.6 - APR.13

SP25 Dn8 Sell-thru

Display Name

Sell-Thru

Air Max Dn8 (Men)

%

W Air Max Dn8 (Women)

%

Air Max Dn8 GS (Kids)

%

Total

%

Lifecycle

Through the communications sent via Lifecycle team, we observed the response rates of member tiers. Most notably, the loyalty group exhibited high CTR and demand. It appears that there are significant opportunities in the new group.

AM Dn8 Lifecycle

Launch

Air Max Day

Avg

%

Open

Avg

%

Order

Avg

%

Open

Avg

%

Order

from 2+ Membership Tier Group

from 2+ Group

AM Dn8 Kakao Communication

Delivered distinctive story telling via auto video play product in kakao for the first time.

.%

In brand campaign

+50% higher vs FA24 Olympic

+50% higher vs SP25 Jordan Campaign