FOOTWEAR
NEW BALANCE
Aligning a staple brand with a new audience
Client
NEW BALANCE
Industry
FOOTWEAR
Engagement
STRATEGY · PAID · CAMPAIGN
Chapter one
THE WHAT
What the client came to us with.
Led a multi-platform campaign for New Balance to launch the 204L, partnering with leading independent magazines—including PUSS PUSS, Document Journal and Cultured Magazine—to reach a highly engaged global creative audience.
Chapter two
THE HOW
The work, in three movements.
- 01
Defined the campaign strategy, media approach, and channel mix—aligning client objectives with audience targeting and platform selection.
- 02
Led execution across editorial, digital, and social—bridging client, media partners, and internal teams to ensure cohesive rollout, optimisation, and performance delivery.
- 03
Introduced a paid media strategy across Meta and YouTube focused on assisted conversions and lifetime value—moving beyond first-click efficiency to drive higher-quality outcomes.
Chapter three
THE WOW
What changed when the work shipped.
Delivered ~9M impressions (+70% above goal) and ~127K clicks (+43%), with a £3.83 CPM (42% below target) and 1.14% CTR (above benchmark -typically 0.5-1.0)—demonstrating the power of independent media networks to outperform traditional benchmarks while maintaining cultural credibility.
+70%
Above goal impressions
£0.34
CPC (BELOW INDUSTRY BENCHMARK)
1.14%
CTR (EXCEEDING BENCHMARK)
In their words
"Gemma's ability to bridge the gap between high-level strategy and granular execution was instrumental in the success of the 204L launch."
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