This month, Reebok announced a new social campaign. The athletic-wear company asked fans to send messages of support for UFC champ Ronda Rousey to @Reebok with #MoreThanTape, that will be printed on handwraps to be given to her before her next fight. And the campaign, created by Venables Bell & Partners, has already gotten millions of impressions. The Instagram post announcing the campaign was Reebok’s top post in the past quarter, with almost 14,000 likes. It’s a far cry from a few years ago, when Reebok’s biggest problem was a hodgepodge of social media channels from different country and market managers. There were almost 600 social media accounts for Reebok, many of them fan-created, with no control by the brand. And there was no concerted effort to take advantage of

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