ACTIVITY: Sports Influencer Activation Programme
DATE: June 2018
INFLUENTIAL COMMUNICATIONS: Going for a run - it's hardly neuroscience. Well actually, in this case, it kind of is.
Saucony briefed us to activate a campaign on their new running shoe collection - White Noise.
The campaign lifted the lid on our craniums to explore the connection between running and the brain - delving deep into our minds to investigate how this form of exercise impacts our senses and alters our state of mind.
In this industry our profession has a broad skill-set, unfortunately, however, this doesn't extend to neuroscience. The team partnered with a brainy British neuroscientist to front the campaign to give credibility and weight to the story.
In collaboration with the neuroscientist, we created a set of assets for media, social and the brand's product collection page on the European site. These include a video Q&A, podcast and social animations.
The team hosted 10 UK top tier media in Paris for the European launch of the collection that included interview time with the neuroscientist and a group run using the product. The trip generated widespread and in-depth features, including The Guardian, i news, Daily Express, Daily Mirror, RedBull, Women's Health and Runner's World.
To make some actual noise around launch we gifted 100 media and influencers with product - including a media player with the podcast pre-loaded - to create a stir online. Coverage included GQ, T3, The Observer Magazine and Evening Standard alongside a host of influencers.
The campaign generated 56 pieces of high-quality UK media with 65,000 organic engagements on Instagram.
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