BibRave Elevates Brooks Running Reach to Lifestyle Consumers
June 28, 2023
BibRave executed a multi-level Influencer campaign to promote the fit and style of Brooks Running beyond their core audience
Honolulu, HI/ENDURANCE SPORTSWIRE/ – BibRave, the leading-edge endurance and fitness marketing agency, launched an Influencer campaign as part of their year-long retainer with Brooks Running, to position how Brooks performance running and walking shoes can transition to everyday life and be part of personal fashion expression. The campaign leveraged Brooks’ evergreen Influencer and ambassador programs, along with 14 campaign-specific TikTok and Instagram Influencers to create high-quality static images and short-form video content.
BibRave developed the campaign strategy, identifying the type of Influencers and content to best meet the brand’s goals of reaching younger, fashion and style-focused consumers. BibRave vetted, negotiated, contracted, and managed all 14 Influencers. BibRave also secured additional deliverables for the Brooks social and paid team to leverage the Influencer content for cross-channel promotion across the brand’s marketing strategy.
“Since starting at Brooks, I’ve been excited to expand who our brand reaches and resonates with, and our ‘Walk, Life, Balance’ campaign was the perfect opportunity,” said Dustin Glass, Influencer Manager at Brooks Running. “BibRave understands the Brooks brand and products, the Influencer ecosystem, and the runner mindset. Our team trusted BibRave to execute a campaign that would reach new audiences without alienating our core, dedicated runners.”
BibRave’s influencer vetting process emphasized Gen-Z Influencers located in Los Angeles, known for their fashion and streetwear style. The content approach focused on asking Influencers to pair strategically selected Brooks shoes with their everyday style via socially-relevant content, like “Get Ready with Me (GRWM)” and “shop my look” videos.
“Our team was thrilled to work on this new direction and passion project for the brand,” said Julia Montag, V.P. of Strategic Accounts at BibRave. “Today, consumers make purchases based on what looks good and feels good. We want shoes to run in, but also wear to brunch. It was energizing to see the brand take on this new approach with the help of key lifestyle Influencers.”
The campaign garnered over 400 pieces of content across Instagram and TikTok. Along with the brand, BibRave will review the campaign and ideate around ways to expand into the lifestyle, streetwear, and athleisure verticals ongoing. To view some content from the campaign, you can check out #WalkLifeBalance on Instagram.
About Brooks Running
Brooks Running Company sells its performance footwear, apparel, run bras and accessories in more than 50 countries worldwide. Brooks’ purpose is to inspire everyone to run and be active by creating innovative gear designed to keep runners running longer, farther and faster. This purpose is supported by Brooks’ Run Happy philosophy, a quest to celebrate and champion the sport of running and all runners everywhere. Founded 1914, Brooks is a subsidiary of Berkshire Hathaway Inc. and is headquartered in Seattle. Visit http://www.brooksrunning.com/ for more information or follow us on Twitter (@brooksrunning) and Facebook (www.facebook.com/brooksrunning).
BibRave is a marketing agency that specializes in fitness and endurance sports. With 10 years’ experience building and managing ambassador communities for large and small companies, BibRave brings a team of social media, creative, and online community-focused experts.
One of BibRave’s key strengths is developing creative event and in-person activations, managing ideation, project management, procurement, execution, and inter-agency coordination.
Lastly, BibRave has its own large network of social media influencers called the BibRave Ambassadors, which it leverages to drive more race registrations and product sales for the company’s event and brand partners.