Brooks Running, a lifestyle and athletic brand, is on a mission to become more inclusive through helping everyone to run their path to a better self. However our research proved that most people who actually do run, don’t consider themselves a runner. We also found that, like most industries unfortunately, the general population doesn’t see people who look like them on run brands’ socials.

In order to move Brooks forward, my team created a social strategy that resonated with a broader audience: See Yourself in the Run.

We mapped a content approach, and established platform purposes to differentiate content and strengthen our presence on each platform. With the logistics set, we crafted a social-specific tone of voice that drove brand recognition and increased engagement.

My team then partnered closely with the lead creative AOR to ensure the social media strategy would be brought to life with the master brand platform in mind. We also trained the full Brooks marketing organization so that all agency partners could help bring the vision to life.

With the new strategy in place, Brooks has seen an 82% increase in social-attributed sales.