Niches Rule: Reebok Taps User Groups on Facebook

Add Reebok to the growing list of consumer brands who are launching smart and successful strategies on Facebook.

Rather than create a branded running ap for Facebook, Reebok is taking a different route.

As part of their "Run Easy' advertising campaign, Reebok is leveraging Facebook to encourage runners to set up their own running groups on Facebook or join one of hundreds created by other runners just like you and me. 

The amazing thing is that as of this morning, there are over 760 user generated Reekbok branded running groups on Facebook with over 14,000 members. 

Reebok success on Facebook comes from a keen understanding of one thing -  niches matter.

Amongst the 768 Reebok run groups on Facebook are such groups as: "Run for the Lord", "Gotta keep my sexy ass lookin good somehow!!!", "I Run b/c my fatass needs to" and hundreds others.

What Reebok has tapped into is the knowledge that while we  may share an interest in something that has mass appeal, there are an unlimited number of separate subgroups within this mass group.  Open social networks like Facebook allow smart brands like Reebok to not only to aggregate and connect runners together, but to tap into, and most importantly - celebrat - the unlimited amount of diversity and uniqueness that exists amongst the members.

What I like most about what Reekbok is doing on Facebook is that it's so damn simple, yet incredibly effective.  Reebok is tapping into the 35 million people on Facebook to provide a "platform within a platform" for runners to come together and share their experiences, stories, questions, successes, failures...

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