Make Brooks Running relevant to a younger audience while still maintaining its current brand positioning for older more experienced runners.
What we did
We implemented a two pronged PR and social media strategy. Using Instagram, Facebook and Twitter we targeted our younger audience alongside a more traditional, balanced PR approach for existing Brooks fans.
To gain the level of engagement we wanted, we utilised our network of running and fitness influencers. With knowledge of the superior, new tech and designs they quickly became advocates for the brand.
We gained further influence through seeding Brooks with celebrity running fans such as national radio presenter Jenni Falconer and top chefs Tom Aiken and Dan Doherty.
Brooks’ social media platforms have seen an increase of over 100% in followers and the engagement rate across Facebook and Twitter continues to grow month on month. Brooks also regularly features in lifestyle media such as Elle, Fabulous and Men’s Health.