While working with Octopus Ink we were rebranding Renfrew Hockey tape as Renfrew Pro Tape to draw attention to it's long history of being the pro's tape of choice. Renfrew has been in the dressing rooms of every Stanley Cup champion team for the past 21 years.
We wanted this brand identity to run parallel through all of their marketing channels. Here is some creative that I came up with to do just that.
The copy: “The Stanley Cup Of Hockey Tape.”
Idea: To interact with hockey players and hockey tape users while tapping into their network of friends to earn reach organically.
Execution: Social media users upload videos of themselves Hockey Juggling to see who can do it best. The video with the most likes wins a year’s supply of Renfrew Hockey Tape and bragging rights amongst their friends.
Result: Hockey tape users posted videos of themselves juggling pucks with their hockey stick and reached out to their friends to like their post, gaining Renfrew Pro Tape the reach it needed to get a healthy follower base.
The Renfrew Pro Tape social media also consisted of GIFs, Vids and Photos that fell into 1 of 3 categories based on content ratio best practices. That was 70% customer interest/original content, 20% User Generated/Curated Content and 10% Promotional content.