SUDU: Multichannel brand launch
Overview.
SUDU is an ambitious sportswear brand entering the highly competitive activewear market with specialist apparel for road, track and trail running. To successfully launch the brand to the world, they needed a comprehensive multichannel campaign.
The core objectives were to rapidly increase overall brand visibility, generate qualified leads to help build SUDU’s database, and drive immediate sales and revenue in line with SUDU’s launch budgets.
Our strategy.
The “U UP?” concept.
To cut through the noise in the sportswear space and act as a counterpoint to established heritage brands, we developed the “U UP?” creative concept. The strategy was to build a compelling narrative grounded in authenticity and rawness. Instead of overly polished studio shots, the concept celebrated the everyday people who respect the work and put in the hard yards while everyone else is still asleep.
A multichannel rollout.
This was perhaps our most expansive multichannel launch campaign to date, and it demanded a meticulously phased rollout. We began by locking in the creative direction through moodboarding and storyboarding. This established a unified, dynamic look across SUDU’s road, track and trail running product categories. From there, the strategy expanded to digital media, out-of-home (OOH) advertising, influencer partnerships, and physical community activations.
Implementation and creativity.
Creative production and film.
We directed the core photo and video shoots, working closely with a film company to produce three distinct launch films dedicated to the road, track and trail environments. Each film followed a consistent narrative flow – from pre-run prep to getting out there to smashing a run – ensuring SUDU’s products were showcased in exciting and dynamic ways across multiple situations, locations and uses.
Digital and OOH media management.
We managed the entire media rollout to ensure maximum visibility. This included running targeted paid media campaigns and deploying more than eight city-wide OOH activations to capture attention in the key target cities of Manchester and London.
Community events and influencer partnerships.
To build genuine communities around SUDU’s products, we managed a targeted influencer strategy focusing on gifting and event attendance. We officially launched the brand in Manchester with a dedicated event that also invited run clubs. We held a shakeout run ahead of the London 10k. And we secured a strategic partnership with RunThrough for the Tatton Park 10k, outfitting the Manchester Run Club lead team (who secured two top-three podium finishes) in full SUDU kit. Creators and influencers were additionally engaged to share SUDU content on Instagram to amplify efforts.
Campaign films: On location creative direction
The results.
Our multichannel approach successfully established SUDU within the activewear space and drove both reach and community engagement.
- Gained 11 million impressions and 21,000 website visits through targeted paid media.
- Engaged more than 250 people in physical shakeout runs across Manchester and London, successfully adding over 2,000 new contacts to the brand’s database at less than £3 per lead.
- Partnered with over 50 creators and influencers who generated over 40 pieces of feed content and over 100,000 organic Reel views.
Impressions generated from paid media campaigns
Visits to the website from paid media campaigns
Creators and influencers activated for the brand launch
New contacts added to the client’s database as warm prospects
Ready to see similar results?
If you’re ready to launch your brand with maximum impact and build a loyal community from day one, let’s talk. Start your growth story with Embryo.
