Merging Story with Commerce
An ecommerce experience that lets the products, and the people who wear them, speak for themselves.
Champion approached Elevate to create a site experience for the second iteration of their Real Champions campaign, which is centered around the accounts of four real people who have overcome personal challenges through sport. Champion needed to engage users with these stories, but also find a way to unobtrusively sell product.Download Case Story as a PDF
within 3 months of launch
Social selling is successful because of its authenticity, so our strategy was to let real people (the Real Champions) give their own personal accounts. Our approach was to invite shoppers into the experience by allowing them to self-identify with the athlete they find most relatable.
Immediately when the user arrives at the page, they’re met with imagery that clearly shows the athlete’s sport, a characteristic that describes their challenge, and a sense of their style. Deeper engagement comes through athlete vignettes that feature vivid action photography and narrative video, adding additional depth to immerse the user in the stories.
These athlete vignettes also allow users to shop the athlete’s style. The sales message is less about the products themselves, and more about how they have helped real-life people achieve their goals and overcome obstacles.
It’s about the athlete’s style and personality. Users can shop either in the form of a full outfit or an individual product, giving them the chance to purchase immediately or explore in more depth. In addition to the site experience, Elevate designed an email series to further promote the campaign.
The Real Champions campaign began on social media, so we created an experience that pulled this social message cross-channel to the Champion website. What we created wasn’t just a “soft sell,” it was a story-driven shopping experience inspired by the athletes.