Brooks Running
Global Running Day Campaign
Product and community activation campaign encouraging runners to go the distance for high school athletes in need—driving some of the highest brand engagement of the year, selling out the limited edition shoes and clocking more than 3 million miles ran.
Role:
Creative Director
Responsibilities:
Creative direction, art direction, design, video concept, stakeholder management and 10 miles ran
In celebration of Global Running Day, Brooks Running wanted to bring their community together in an innovative and community-centric way. The team I lead was tasked with creating a 360° campaign challenging the community to “Run it forward,” where miles ran added up to running gear donated to high school athletes in need. The creative concept was inspired by the idea that each run, with friends or solo, was supported by a virtual community of runners.
We partnered with Strava to track each runner’s participation and to reach a wider audience. In addition to Strava placements, the campaign appeared across Brooks’ owned digital channels, digital advertising and retargeting across IG, Facebook, Pinterest, as well as activation at the flagship store in Seattle. We developed an original library of campaign-specific illustrations based on the whimsical Brooks Running brand.
When we crossed the finish line, we had beat our original goal by achieving over 3 million miles ran. We sold out of the special edition shoes and set a new record in terms of audience engagement. Most importantly, Brooks donated much-need running shoes and gear to schools and athletes across the nation.
Outcomes:
• Exceeded previous campaigns for community engagements
• Special edition shoes sold out
• Over 3 million miles run by the community
• Supported high school athletes and running programs
It was rewarding to see our creative concept energize the community of runners to do achieve something big together. We all rallied behind the idea, surpassed our goals, and made a difference for some young runners.
Credits:
The team at Brooks Running, Christie Brydon, Pamela Farrington and Straightface Studios.