SportChek

The objective

Bracing Canadians for winter with a lower-funnel campaign

SportChek, one of Canada's leading sports apparel and equipment retailer, developed a campaign with the objective to increase consideration of their winter assortment, specifically outerwear and ski/snowboard, to prepare Canadians for the upcoming winter months. Aiming to connect with audiences interested in outdoor sports, apparel, and fitness, SportChek looked to TikTok to reach these engaged and active communities on the platform. The brand aimed to position itself as the ultimate destination for all things winter among this key demographic, ensuring Canadians could embrace the season fully equipped.

The solution

Boosting conversions equipped with measurement solutions

SportChek harnessed TikTok's innovative advertising solutions, particularly focusing on Catalog Ads enhanced with Display Card Interactive Add-Ons. In line with the campaign’s objectives, Catalog Ads allowed the brand to dynamically serve users content relevant to them based on their past engagement with the brand and their products. Simultaneously, Product Display Cards helped get the right product in front of the right users on TikTok.

For the creative, SportChek, in partnership with their creative agency Cartier, leaned into repurposing assets across all channels, including TikTok. The content was a combination of entertaining and educational videos, with the key message focusing on how to “Gear up for Winter” like a pro, reinforcing that SportChek offered all the necessary winter equipment and apparel. The brand also leveraged the influence of well-known creators, as well as store employees to deliver the message with authenticity. This approach lent credibility to product recommendations, making the campaign relatable and trustworthy for their target demographic.

Lastly, for measurement the brand leveraged a Brand Lift Study as well as a Foursquare Conversion Lift Study to analyse the mid to lower funnel impact of the performance solutions.

The results

Game-changing success online and in-store

The SportChek winter campaign not only raised the bar in terms of performance but also set new records for in-store conversions and online engagement. The campaign doubled down on engagement generating over 90,000 clicks, while also experiencing lifts across key brand perception metrics. With an impressive 5.9% lift in Ad Recall and a 3.7% increase in Purchase Intent, the results demonstrated significant user interest and interaction.

Additionally, measurement data from Foursquare revealed a 14.7% lift in Store Visitation, translating to 15,700 incremental visits, a clear indicator of the campaign’s effectiveness in driving physical store traffic.

In a nutshell, the campaign was a total game-changer! Not only did it solidify SportChek to the top of the sporting goods leaderboard, but it also showcased TikTok's superpower in driving impact both online and in-store. As a result, SportChek amped up customer engagement and sales during a key seasonal moment. Talk about putting the win in winter!