Wilson Equips itself with Global Campaign.


Client

Wilson

Project

My Wilson

Media

TV, Digital, Social

Even though Wilson makes sporting equipment for just about every sport in the world, it had been years since we had any sort of global brand campaign. Since this was our first campaign in a while, we needed to reestablish what Wilson was all about. Yes, we make quality, trusted equipment, but what do we stand for? What is our role in the world of sports?

We landed on a pivotal but simple idea; between every athlete and their equipment exists a powerful relationship.

Before we launched any consumer-facing branding, we created something that could unify the Wilson team from within. What did this new face of Wilson mean? How could employees live this new mantra? The result was a beautifully-bound brand book containing words and images that boldly and loudly defined what Wilson is. Every Wilson employee received a copy of this book.

Client

Wilson

Project

My Wilson

Media

TV, Digital, Social

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After rallying the troops internally, it was time to tell the world through a global, brand campaign we called “My Wilson.” Wilson has some of the top professional athletes on their roster including Serena Williams, Roger Federer and Dustin Pedroia. But our goal with “My Wilson” was to not just celebrate the biggest athletes in the world, we wanted to show how every athlete has a powerful relationship with their Wilson equipment. We wanted to show professional and amateur youth athletes side-by-side. This connection and universal truth to sport is a recurring theme you’ll see in many communications going forward.

The launch film was not just a celebration of the biggest athletes in the world, it showed how every athlete has a powerful relationship with their equipment. It showed professional and amateur youth athletes side-by-side.

We didn’t have a massive media buy, so we decided to leverage social media to get more views and at the same time ambitiously grow our social presence. The way we did this was by using content to create two-way conversations with our followers. We asked amateurs all over the world to upload videos of themselves out on the playing fields, and we edited that footage into the actual spot giving youth athletes a personalized version that they could share over Facebook, Twitter or Instagram.

When it came to Wilson.com, we had a pretty big challenge. For years the site was very product oriented but the storytelling was pretty underdeveloped. We needed to evolve and focus our site into more of a content hub. Pheno helped us build an editorial commerce strategy and create a vision for the site that allowed us to tell stories that engage consumers around the brand, our products AND at the same time, sell product. “My Wilson” became the perfect campaign to show this new site to the world.

With our access to some of the most iconic athletes in the world, we created dozens of short films that showcased products and our athletes relationships with them. This is content that you could only get on our site which increased views, which increased buzz which -as you can guess- has dramatically increased online sales.