Learning · Wear Your Country

What did people teach us?

Every campaign is a conversation with the world. Here’s what the world said back.

💛 Identity mattered more than performance

Fans responded more strongly to messages about belonging than messages about shoe technology.

We believedProduct innovation would drive interest.
What happened“Carry your country” ads were clicked almost half again as often as tech-focused ones.
What changedAll remaining media shifted to identity-led creative.
Do nextLead every future campaign with the feeling, not the feature.
📊 The evidence
ExperimentIdentity vs performance messaging, split by market
MetricCTR +42%, CVR +19% for identity variant
Confidence99% (p < 0.01)
Sample size2.3M impressions per variant
LimitationsTournament-period emotion may not generalise

🎨 Participation increased sharing

People who designed a shoe were three times more likely to share the campaign.

We believedBeautiful brand content would drive shares.
What happenedPersonal designs were shared 3× more than official posts.
What changedShare cards were redesigned around the fan’s own creation.
Do nextMake participation the marketing, not a feature of it.
📊 The evidence
MetricShare rate: 11.2% designers vs 3.6% viewers
Sample size182K designers, 1.1M viewers
AttributionUTM-tagged share cards, 7-day window

🤔 Too many choices reduced purchases

Customers enjoyed exploring designs but were less likely to finish when we offered every option at once.

We believedMore customisation would mean more love.
What happenedOver half of designers left at the 14-option colour step.
What changedThe configurator now starts with 4 curated palettes.
Do nextCurate first, expand later — in every product experience.
📊 The evidence
MetricCompletion +31% after reducing initial options
Confidence95%
LimitationsChange shipped mid-campaign; seasonality possible
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