To overcome perceptions that it’s a store for hard-core athletes and reposition itself as a go-to for athleisure, Sport Chek focused on the one thing both newbie and elite athletes share: an interest in working out to music. For its “Find What Moves You” campaign, the brand released 25 employee-curated playlists on Spotify to get people moving. Almost 60 different types of sports content were targeted on YouTube with custom ads, where the creative and copy adapted to the content about to be watched. And when people tweeted @Sportchek with #WhatMovesMe and a sports emoji, they received a reply with a playlist tailored to that sport. The campaign reached 15 million consumers and increased sales by 3.4% during the period.