BRAND WORK

OVERVIEW

MINE by sandy, a high-end women’s retail boutique with brick-and-mortar and online shopping presence, partnered with REINE to develop a social/digital media content strategy that would drive increased monthly sales in conjunction with a new website launch.

OBJECTIVE

Create engaging social/digital strategies to drive an increase in monthly online sales sessions and drive an increase in sales conversions.

APPROACH

New website launch leveraging Shopify platform (Aug 2022 launch)

  • Incorporation of Influencer marketing in content planning

  • Monthly content shoots of new apparel rollouts for use on social

  • Social / Digital channel optimization planning to drive online clicks

  • Monthly data reporting for social optimization and performance management

63%

New online sales conversion rate (2021 rate - 0.8%)

240%

Increase in monthly online sales (Aug YOY)

MINE by sandy digital marketing strategy with Reine

BRAND WORK

OVERVIEW

AXALTA, a long-time NASCAR sponsor of the Hendrick Motorsports No. 24 car, had a unique 2024 paint scheme to unveil to their racing fan base ahead of the Darlington race weekend. REINE developed a special Close Friends social media strategy to boost engagement, support the branding announcement, and disrupt the expected content rollout within the follower base.​

OBJECTIVE

Increase social media attention for unique brand paint scheme ahead of the Darlington race weekend and drive new follower growth and engagement on Instagram. 

APPROACH

Close Friends Instagram Strategy​

  • Incorporation of exclusive content to our “power fans” to boost community engagement​

  • Execute a tactic not currently being used in the NASCAR industry​

  • Promote exclusivity of advanced access to VIP content to drive interest and curiosity​

  • Cross-post on similar accounts to boost reach and drive new Axalta Racing followers​

219,508

Impressions

15%

Engagement Rate

+1,200

New Followers

Axalta Instagram strategy with Reine Agency
Jimmie Johnson Hall of Fame induction

SPORTS SOCIAL - MILESTONE MOMENT  CAMPAIGN

Jimmie Johnson NASCAR Hall of Fame Induction

Jimmie Johnson was a 2024 NASCAR HOF Inductee and trusted REINE to tell his story. We created a strategy that honored his racing history, brought his friends and well-wishers into the celebration, and took fans behind-the-scenes as he experienced induction week with his family by his side. This plan was executed with intentionality and differentiated content across all of Jimmie’s social platforms.

HALL OF FAME CAMPAIGN INSTAGRAM HIGHLIGHTS

JIMMIE JOHNSON HALL OF FAME CAMPAIGN
BY THE NUMBERS

  • 75

    Total HOF posts across all JJ platforms, including stories.

  • 5M+

    Impressions on HOF posts 1,000% increase over standard content week.

  • 7.2%

    Engagement rate on HOF posts. Account average is 5.2%. Benchmark sports engagement is 1.5%.

  • +190%

    Increase in video views during HOF induction week.

  • +961%

    Increase in fan messages and posts on JJ channels during HOF timeframe.

SPORTS CONTENT WORK

  • Jimmie Johnson looking in the distance with glasses and hat

    LONGFORM DOCU-STYLE: JIMMIE JOHNSON

    REINE proposed a unique, documentary-style approach to showcase Jimmie Johnson as a new NASCAR team owner and part-time driver. This approach allowed us to delve into the long-term growth of LEGACY MOTOR CLUB and Jimmie’s dedication to building a strong team.

    Timeline: Released in two-parts to build anticipation.

    • Part I: 4/29; Part II 4/30 (48-hour turn on edits)

    Parts I + II combined for YouTube

  • MAJOR LEAGUE BASEBALL: PLAY BALL WEEKEND

    REINE captured photo and video content around the kickoff for Major League Baseball’s Play Ball Weekend. The league and agency partners brought incredible, youth-focused activations to life across five boroughs in NYC and REINE was there to capture content and quick-turn key social recaps.

    Timeline: Five (5) on-site captures on single day shoot, with first round of edits provided within hours of event wrap. All footage uploaded and delivered in real time.

    SEE ON INSTAGRAM
  • Brad Keselowski NASCAR driver looking away with sun shining on helmet

    QUICK TURN CONTENT: BRAD KESELOWSKI

    REINE created a visual story for NASCAR driver and RFK team owner, Brad Keselowski. Content was posted in collaboration with Castrol as an organic partnership deliverable.

    Footage was shot horizontally on Sony A74 and uploaded into vertical format to play with social trend of horizontal video for feed-disrupting, cinematic pieces.

    Timeline: Shot, edited, posted within 5 hours

    SEE ON INSTAGRAM
  • Jimmie Johnson Daytona 500 quick turn content post

    QUICK TURN CONTENT: JIMMIE JOHNSON

    All eyes were on 7-time NASCAR Champion, Jimmie Johnson as he raced his way into the 2024 DAYTONA 500. REINE documented his nail-biting journey in a piece that struck an emotional and somber chord, fitting the expectant mood of team and driver on a high-stakes night.

    Timeline: Shot, edited, posted within 1-hour of checkered flag.

    SEE ON INSTAGRAM
  • Alex Bowman increases social cadence with Reine Agency

    LIGHT, HUMOROUS PIECE: ALEX BOWMAN

    REINE client Alex Bowman has always shied away from sharing life away from the track. In 2024, he worked with REINE to increase his overall social cadence and incorporate lifestyle pieces aimed at showing fans his sense of humor and the culture at Alex Bowman Racing, his Sprint Car team.

    Timeline: Shot and posted within 1 week

    SEE ON INSTAGRAM

  • PINNACLE RACING GROUP

    REINE was engaged to create a corporate "About Us" piece for Pinnacle Racing Group. Instead of a typical, stuffy corporate piece, we told an inspired story about their mission, values, and culture.

    Footage captured during single, multi-purpose production day.

    Racing footage is licensed through NASCAR Media Ventures.

    WATCH