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Digital is Changing Consumer Behaviour – Reebok Case Study

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    60 mins


    August 4, 2017


    3:00 pm

    Who is the Speaker?

    Kanika Mittal became the Marketing Head of Reebok India at the definitive moment when the brand positioned itself as a fitness brand and moved away from its strong sports heritage. With a healthy repositioning challenge ahead of her, she undertook her role with a single minded approach to innovate and introduce fresh ideas in every aspect of business and deliver success on key marketing and related business KPIs. Her leadership also led to clutter breaking Media, Retail, Events, OOH concepts with PR & Digital playing a key role in orchestrating the reach and engagement quotient of various marketing programs. She played a key role in the appointment of the ‘Queen’ of Bollywood Kangana Ranaut as the brand ambassador of Reebok and the successful launch of ‘Be More Human’ campaign this year. She has integrated the campaign with the Reebok Fit to Fight series, where Reebok pays tribute to the women achievers who have defined personal odds to achieve success.

    Reebok was the only fitness brand in the country that collaborated with The Ministry of AYUSH on the occasion of International Day of Yoga this year and left no stone unturned in reaching out to the yoga and fitness enthusiasts around the country, thereby attaining prominent exposure across key portals. In addition to positioning Reebok as the go-to fitness brand, Kanika has also been driving Reebok’s growth in the lifestyle space. Her latest campaign around the new Reebok Skyscape range has been creating a buzz on digital media. While brand ambassador Kangana Ranaut’s ultra-sexy image in a towel and the stylish Skyscape shoe has been posted by leading lifestyle magazines, renowned stylists and fashion bloggers have been seen endorsing the chic shoe on their social media handles.

    Some of the other memorable initiatives helmed by Kanika include the successful market launch for Reebok’s latest global technology – The Reebok ZPUMP, MSD4India Campaign – an inspirational local fitness campaign that ranked No 5 in top 10 ad campaigns of World Cup 2015 and the Reeboot 100 – 100 day fitness challenge with author Chetan Bhagat that got trending on global twitter trends within 48 hours of launch.

    Her range of exposure in digital ranges from Social Media Marketing to Creating Branded Mobile Applications, from Influencer Marketing to building the Ecommerce Strategy for the brand and more.

    Kanika has received multiple awards for her noteworthy work with Reebok, being featured as the Most Influential Marketer of the year (Sports Category) for 2015 by Brand Academy Leadership Excellence Awards and recognized as amongst the top 10 Young Marketing Heads of India by Pitch Magazine in 2015. She has also received a special Mention in IMPACTs most influential women Media and Marketing 2016.

    In addition, she has also been a panelist, speaker, judge for various marketing forums and awards.

    Kanika Mittal

    Key Takeaways
    • Reboot 100 – We wanted to communicate that fitness is for everyone, no matter who you are or what you do. But how do you encourage people to take up fitness as a way of life?
    • MSD4India – How we leveraged Brand Ambassador Mahendra Singh Dhoni to create an emotional connect with the consumer during the ICC World Cup.
    • Pump Run – An interactive Facebook game designed to create a dynamic running environment and drive home the ‘Pump’ benefit positioning without ever taking the user outside Facebook.
    • ZOKU Unboxing Video – A one of a kind digital experience curated to launch our contemporary Reebok Classic sneaker.
    • Fit To Fight – A celebration of the indomitable spirit of the Indian Woman, we provided unsung women heroes a platform to make their #FitToFight stories come alive.

    Session Agenda

    The digital era has and will continue to change consumer behavior. Consumers today are not following the traditional tunnel whilst social media has revolutionized the way people converse on a personal level. Brands need to adopt radical new thinking when approaching digital to stay relevant and drive home their message with impact.

    This webinar will focus on how Reebok, India’s foremost fitness brand, has leveraged the digital mediums to enable powerful experiences and build a lasting relationship with consumers. By giving the consumer a voice, Reebok has been able to go beyond plain ‘advertising’ and through ‘engagement’ converted the consumers to Brand Ambassadors.

    Who Should Attend?



    Advertising & Marketing Professionals



    Digital Marketing Professionals

    Web Strategists