THE CAMPAIGN
In the unprecedented time of the Covid-19 pandemic, SportsShoes wanted to feature athletes, personal trainers and talents in an Instagram Live campaign to keep followers motivated, engaged and connected.
We recruited authentic and credible athletes in the running, ultrarunning, trail running, triathlon and gym category to feature in 30-minute live sessions from March to June 2020. During this campaign, SportsShoes streamed 3 live streams per week, over 12 weeks in total.
The runners, trainers and athletes reflected the key consumers Sports Shoes wanted to target including the 'core runner and 'active with attitude' consumer. SportsShoes enhanced engagement by tying in live Q/A sessions, product giveaways and live workouts.
From warmups over the workout sessions to the after-work Q/A, the content covered a specific topic, such as "post-run drills" or "recovery
techniques", to give insight into a professional athlete's training routine.
techniques", to give insight into a professional athlete's training routine.
Each livestream was re-used as an IGTV video, and was featured throughout the SportsShoes content hub, on YouTube, in emails and on a newly created campaign page.
CAMPAIGN RESULTS
• 37 live sessions
• 17.4 hours of live content
• 31 athletes and trainers for New Balance, Under Armour, adidas, Reebok, Mizuno, Nike, Montane, Salomon, Scarpa, Merrell, La Sportiva & other brands
• 100,000 Live Views on Instagram
• 3.5 million people reached on Facebook, Twitter and Instagram
• over 9+ million impressions on Facebook, Twitter and Instagram
• over 2900 Clicks through social media channels
• over 34,000 blog views
