New Balance x 2019 London Marathon Campaign

In its second year of headline sponsorship, New Balance launched an integrated campaign over the 120 days leading up to the London Marathon. I was responsible for managing a core team to deliver the social strategy, planning and implementation across all brand-owned channels. We worked with the campaign’s five ambassadors to create a weekly series that shared key moments and milestones during their training journey. This episodic content was distributed through Instagram stories, reaching our most engaged audience with real-time and relevant content that felt contextually relevant to the platform format. A social coach series, hosted by team NB athletes and coaches, gave the brand an opportunity to share valuable training advice through recognised, professional figures. We designed the series to be as easily accessible as possible and to provide runners unable to attend London training events to get expert running advice. Using the Q&A functionality on Instagram Stories we opened up direct and immediate channels of conversation between the consumer and the brand. For 120 days we followed the journeys of the running community on Instagram and initiated a community engagement program that saw us start conversations with over 800+ UK runners.

Photography credit: Tom Joy on behalf of New Balance UK

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