Mick Fanning is a 3x World Surf League Champion and ambassador for REEF. He also has a signature sandal with REEF called the Fanning Sandal that just happens to be the best selling sandal ever. To celebrate this REEF wanted to do something special around Mick and this sandal. I developed this promotion around a unique color way of the Fanning Sandal called the heel dip. This promotion took place at REEF's top 25 retail accounts and customers could enter for a chance to win 1 of 25 custom Fanning surfboards at their local surf shop.
I worked with Mick's shaper DHD Surfboards in Australia to create a one of a kind surfboard to go along with the heel dip Fanning Sandal. I coordinated a photoshoot with Mick to get assets for the promotion. From there I built out all the in-store and digital components to help run a successful promotion.
Directed photo shoot with Mick Fanning's personal photographer to get assets to be used in the creative for promotion.
I worked with our vendor to prototype and develop a temporary display made from foam board that could be placed in stores during the promotion to advertise the giveaway and hold the surfboard on display. Additional in-store and digital assets were included in the activation kit including POP glorifiers, peg hangers, and table talkers.
I created digital assets and wrote copy to share with the participating retail accounts to advertise the surfboard giveaway sandal promotion on their social channels and websites. The participating surf shops were all really excited about the giveaway and their posts generated a lot of engagements.
