New Balance

New Balance: London Marathon 2019

Freelance Content Director // Bridge & Tunnel

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 results:

  • 8.6m social media impressions – up 400% YoY
  • 290,000 social media interactions – up 500% YoY
  • Over 40,000 new Instagram followers
  • 6,400 organic website sessions
  • 4,450 content saves and shares