Senior Strategist,
Abbot Mead Vickers


For Footlocker I launched a a YouTube channel all about sneakers in response to the client’s problem of decreasing production budgets and increasing needs for sales. Having considered Foot Locker’s target audience - anyone age between 15-25, I quickly realised that the solution had to be focused on the products and delivered in online/mobile environments.

So we launched FLTV: a content property entirely focused on sneakers. With a Hero/Hub/Hygiene framework we created a series of videos based on three tiers allowing us to stretch the budgets to the max by planning in advance and shooting in batches.

Thanks to this approach we, not only generated higher levels of engagement but also saw an increase in shop footfall and sales.