Ellesse: the story of a comeback through digital marketing

Titans of 80s sport’s fashion returns to center court through platforms like Asos and Instagram

With a revenue increase of 45% only a handful of other sport brands could come close to matching Ellesse’s growth in 2016. Quite the comeback for a brand that was washed up and nearly relegated to history. The heydays of the 70s and 80 were followed by the doldrums of the 80s, 90s, 00s and 2010s. In fact, the brand has really only made a comeback in the past two years. It’s catalyst? Digital marketing. OMR pieced together just how the brand set about and reconstructed their successful quest for a second act.

For many in the online industry, the events of July 7, 1985 have no meaning whatsoever. And yet, as an unknown 17-year-old ginger-haired German by the name of Boris Becker clinched an improbable first Wimbledon title, a brand ascended to the top: The images of Becker’s triumph made headlines around the world—and with it images of a white Ellesse polo shirt.

 

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10 dollars to check your kicks: Yeezy Busta knows what you’re wearing

600,000 Followers on the 19 year old’s Instagram account

Yeezy Busta

“Yeezy Busta” at work. (Image: Youtube)

The sneaker hype online shows no signs of slowing. Models like “Yeezy” by Adidas and Kanye West and their absolute limited supply give rise to an incredible amount of hype—and to counterfeits. A 19-year-old med student from LA has decided to take up the fight against fakes. On his Instagram account, he not only takes celebs to task for wearing knock-offs, but also helps out regular dudes and dudettes with an authenticity check—and apparently makes bank.
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The youth shall inherit the internet

From pop-up ads in Germany to affiliate network kingpin in Russia—and €180 million in revenue

Alexander Bachmann

Admitad founder Alexander Bachmann

Sometime last week, OMR grand poobah and founder Philipp burst into the office. Short of breath and all sorts of wound up, Philipp lays out a hot scoop from OMR-family friend Andre Alpar. What’s the hubbub all about? A sponsored post published by US blogger Jeff Bullas: a classic strike-it-rich story of an initial €30 investment mushrooming into annual revenue of EUR 100 million. The protagonist? German Alexander Bachmann.
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Mary Meeker is a moneymaker: Here are her 6 top online shops worth copying

The Meek shall inherit the Internet

Mary Meeker

Mary Meeker, partner at Kleiner Perkins Caufield & Byers

It’s appointment viewing for the industry. Mary Meeker’s “Internet Trends” turns marketing heads from across the industry. On over 350 slides, Meeker, a partner at Silicon Valley VC firm Kleiner, Perkins, Caufield & Byers, presented her outlook and ones to watch for the next year back in July. To make sure that nothing important gets lost in the shuffle we took a closer look and have highlighted 6 eCommerce startups worth keeping your eye on.
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Marketing that’s a riot.

What better way to boost affiliate marketing revenue than by capitalizing on social unrest?

G20 Affiliate

Last week, Hamburg took center stage in the world’s media consciousness—first as host of the much-anticipated G20 Summit, and then as a playground for marauding rioters to clash with police, set fire to cars and plunder local businesses. The coverage garnered significant traction on social media especially, where the at times terrifying videos were shared several million times. But like the old saying goes, every Molotov cocktail has a silver lining (Is that right? Yeah, that’s right.) And marketers loose on morals recognized the chance and pounced to earn money as affiliates. OMR presents the questionable practice.
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It’s got the goods. How stripped-down erotic forum Joyclub turns a major profit — but no tricks.

Community building in Bavaria and Saxony

Joyclub

Lonely hearts searching for a flirt, or the man or woman of your dreams has long since been relocated to the digital world. Online dating / matchmaking / hookups is a billion-dollar industry dominated by dating apps like Tinder. But while the major mobile players reap the lion’s share, smaller portals with archaically designed forums continue to persist, exist and thrive in their niches. Joyclub is one such example.

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SWITCHING SIDES: HOW DJ KHALED USED SNAPCHAT TO GET BIG ONLY TO JUMP SHIP FOR INSTAGRAM

Ruling social media monarch DJ Khaled launches Instagram show and shifts away from Snapchat

DJ Khaled Snapchat Instagram
It’s been a rough couple of weeks for Snap. First Facebook straight up jacked several functions from Snap, then chief executive chosen one Evan Spiegel reported massively disappointing quarterly figures and user growth leading to the collapse of its share price. And now Snap’s top influencer, DJ Khaled, is set to launch his own show on Instagram, i.e. the competition. The show has some hefty backing, too, receiving funding from a media company that is a part of the extended Disney family—and which previously was exclusively active on Snapchat, and is now only on Instagram. Whether it’s a sign of the beginning of the end or merely a bump in the road, it’s not optimal.
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CASEY NEISTAT AMASSED 5 MILLION YOUTUBE FANS IN A SINGLE YEAR—HERE’S HOW

Casey Neistat, one of YouTube’s biggest stars, in the OMR Podcast

Casey Neistat
He has amassed over 7 million subscribers on YouTube, sold his company for USD 25 million and relaunched the Vlog that propelled him to fame. Casey Neistat is one of YouTube’s biggest stars and he sat down in the OMR Podcast to explain just how he built his massive reach by publishing daily content and why brands—without exercising any control of content—jump at the chance to work with him.
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Scams, subscriptions and bot chats: How one German fauxporn Youtube star screws her fans

Private pics and promises of direct contact have fans blowing their loads

Katja Krasavice

Videos boasting risqué titles, thumbnails teasing gobs of bare skin and steamy sexual indiscretions—all of which end up being more hot air than hot stuff. Katja Krasavice has teased, baited and badgered her way to a bulging fan base: 800,000 Youtube subscribers and 200 million views. The aspiring sex star has milked the shady practice for everything it’s got—and spread it to other platforms in increasingly dubious ways. OMR got down and dirty for a closer look at the budding fauxporn star.
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Is this guy really responsible for the Trump presidency?

Exclusive: CEO Alexander Nix’s keynote at OMR Festival

Alexander Nix at OMR Festival 2017 (image: Miguel Brusch)

Did big data firm Cambridge Analytica really help Donald Trump win the US presidency? Or is it just a cleverly placed PR coup? These questions have been discussed heavily in the press and public domain over the past weeks and months. At OMR Festival 2017, Cambridge Analytica CEO Alexander Nix discusses big data, the methodologies and strategies used to identify people’s behavior and how data analytics factors into political campaigns.
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