Reebok is one of the most iconic sports brands. Founded in 1895 by J.W. Foster in Bolton, UK. Reebok asked me to reinvigorate the lifestyle side of the business. How to become relevant again amongst the younger target audience? 

Reebok was always connected to music culture. I set up a first ever pan European contract with Sony Music and artist management for key markets. Together with the team, we connected this plan to key accounts to create sell in and sell out. 

At the same time my team initiated and set up a network of sneaker boutiques to start a fashion influencer network that later became the global Certified Network. 

On a global level My team set up partnerships with sneaker blogs. These blogs of tastemakers made sure we showed up in the right channels. The result was a double following on global social media channels and, more importantly, double digit sales growth.

T-Mobile is the no.3 mobile player in the Dutch telecom market. Things needed to be shaken up to gain market share. This had to start internally to make sure the story would resonate externally. T-Mobile really needed to become a challenger, before customers would notice and believe it. 

The telecom industry is not the most popular industry amongst consumers. The offers are complex and not transparant. The brand strategy at T-Mobile was to tackle these industry limits, one by one. The goal is to give the best internet experience in order to let consumers browse, read, watch, share and post what they want, whenever they want it. 

T-Mobile built the best 4G network in the world. Taking away the barrier of not having connection. And T-Mobile was the 1st to introduce Unlimited data for an affordable price in the Netherlands. The combination of Unlimited data on the best network is the perfect combination. 

This approach resulted in the fastest growing customers base and the highest brand consideration ever.

BP Ultimate is the premium fuel from BP. Their main competitor was Shell V-Power. V-Power was linked to speed, sponsor of Ferrari Formula 1. 

BP Ultimate had similar USP’s: more power, but also more fuel efficiency. We decided to position BP Ultimate as the Fuel efficient alternative. 

With an average fill up of BP Ultimate you could extend your travel up to 36km more. We needed to make this number stick. We did this by making this distance come to live by trips in the Netherlands. Trips from Amsterdam to Leiden or Vaals to Maastricht.

We also connected the brand with the BP’s loyalty scheme FreeBees. We gave 36 extra FreeBees with every fill up. 

This resulted in the highest percentage of BP Ultimate customers ever.