Brooks' #thankyourunning Ignites a Global Gratitude Movement
How did Brooks create ownership over National Running Day, outpace its competitors, and kick off the running season through social conversation?
Through research, we found that while the act of running is unique for every runner, most runners feel a sense of gratitude towards the sport. From a digital standpoint, technology has made running a much more shareable experience, and two-thirds of runners use the internet to connect with other runners. We knew we had to make passion, gratitude, and social media sharing central to the campaign.
On National Running Day, we invited runners to share their gratitude for running using #thankyourunning. Brooks led the pack with clever, quippy visuals that resonated with runners and provoked discussion. We also rewarded runners with new, unique versions of their shared content. Our leading running influencers did Instagram takeovers and Twitter chats. The campaign led up to a global sweepstakes for the chance to win a trip for two to run in the 2016 European Athletics Championship in Amsterdam.
Brooks dominated share of voice and topped all competitor mentions, including Nike and Asics, with the inclusion of #thankyourunning or Brooks in conjunction with National Running Day. In the three months following National Running Day, Brooks saw a 13% increase in both website traffic, as well as search traffic, and the average site visit went up by 12%.