Breaking into the Running Industry
Running, but make it unique and relatable. No problem. We were tasked to create a running community where none existed for our Zappos partners. We crafted a social brand born for Instagram and delivered real organic followers by positioning our messaging to be inviting, accessible and relatable for consumers.
Our campaign strategy focused on shifting the consumer mindset to see Zappos as not only a traditional shoe retailer, but a legitimate running brand on the rise.
We worked with a diverse roster of influencers with the right reach, story, and passion to create an entirely fresh narrative for the brand that helps democratize running for new and loyal consumers, making Zappos Running accessible to everyone.
We met and exceeded 30,000 followers and created an engaging, loyal customer base that is four times that of the industry standard.