A New Balance pub exclusively for runners – where the only currency accepted was miles run. By tracking miles run on Strava, New Balance rewarded runners training for the London Marathon by swapping their miles for free pints.
– Creative concepting for social assets – Design briefing and creative direction for social assets – Content briefing for influencers – Video briefing and creative direction – Social tone-of-voice and copywriting – Social application of global campaign branding
Tapping into the growing popularity of the post-run beer culture, The Runaway Pub was launched to engage runners and enable them to participate with the brand in a unique and authentic way. By setting regular challenges and tracking how many miles they had run using the Strava app, we encouraged social sharing to create noise for New Balance within the highly-targeted running community.
New Balance launched a fully integrated campaign over the 120 days leading up to the London Marathon. Bridge & Tunnel were briefed to develop a social media content strategy to amplify the campaign story and engage a highly targeted audience of London Marathon runners. Our strategy and execution resulted in social media year-on-year increases of 4x impressions, 5x interactions as well as 40,000 new Instagram followers.
As Content Director, I focused on creating and optimising content across all social channels over the 120 day campaign. This included working closely with the campaign’s five ambassadors to create a weekly content series that shared key moments and milestones during their training journey.
Our social coach series, hosted by Team NB athletes and coaches, was designed to be as easily accessible as possible for runners unable to attend London training events to get expert running advice using the Q&A functionality on Instagram Stories. It opened up a direct channel of conversation between consumer and 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.
The My Future Self campaign showcases the true individuality, grit and unparalleled persona of New Balance-sponsored world class athletes. Through their own words, reflections and inner strength, they inspire athletes everywhere to unrelentingly pursue the best version of their future self.
As well as the films, I’ve also worked to launch a #MyFutureSelf influencer strategy, experiential activations, a sports partnership launch, social launch strategy, website hub, and an ongoing ambassador program. A truly integrated project.
This social, digital and experiential campaign launched New Balance’s partnership with the England and Wales Cricket Board (ECB), replacing Adidas as official kit sponsor.
The overall brief was to activate New Balance’s global campaign, My Future Self, to increase brand consideration in the UK. With this film, we also wanted to bring awareness and excitement to the new sports partnership.
The ECB film below, the first layer of a 6 month UK campaign, launched on 2nd May 2017 to coincide with the unveiling of the 2017 England Cricket kit.
Capturing cricket in a new light, the film, entitled ‘Dear 677’, is an open letter from the current England team to its next player and to future generations of English cricket.
Over the next six months, a further three long-form films featuring New Balance athletes Joe Root, Heather Watson and Callum Hawkins will roll out. These will complement shorter-form social content featuring New Balance brand ambassadors and influencers Shona Vertue, Fran Halsall and Pennie Varvarides.
Content will be distributed extensively across social media, with formats created and optimised for Facebook, Twitter, Instagram and Snapchat and supported by the hashtag #MyFutureSelf to encourage user engagement.
Social Media Account Director, Content Director // BMB Agency
New Balance Toughest Opponent campaign looked at the battles we fight with ourselves. The doubts that stop us from pushing harder, the voice that tells us we’ll never be good enough. There is no greater opponent than the one inside your own head.
Alongside the 5 hero films, I worked to create a fully integrated campaign strategy, influencer campaign, website Hub experience and social UGC competition. I also managed a media partnership, e-commerce support and ongoing social media activation.
The 2016 campaign achieved more than 17.1 million video views, an 89% VTR across all ads served, and 5.3 million engagements on social media.