Zappos: Running Social Strategy & Launch

BELIEVE IN EVERYONE & EVERY RUN

“Everyone is Welcome.” So when they asked us to build a social channel for runners, we kept this top-of-mind, speaking to every type of runner, from first-timers to marathoners and everyone in-between.

You’re probably thinking, ‘Wait, they do running?’ We didn’t know either, so clearly, building their presence as the “go-to” resource for runners in a crowded market (with limited resources) was no easy feat. We carbo-loaded and got to work.

30K FOLLOWERS.
SIX MONTHS.
GO.


Built from the ground up, we created a comprehensive social strategy driven by authentic engagement and went from there.

Models were diverse. Locations were varied. Stories were real. And every run—by every type of runner—was celebrated. We connected runners and disrupted a saturated market by letting Zappos do what Zappos does best: welcoming everyone.

WE’RE NOT SELLING SHOES. 
WE’RE SELLING RUNNING TO SELL SHOES.

On average, we hit 12% engagement per post, exceeding industry standards and hitting our 30K follower goal, two months ahead of our deadline (insert pat on back here).