Garmin Forerunner For Runners
A social campaign for runners of all types, highlighting the reasons they run. Harnessing both campaign imagery shot on production and user generated content, this campaign encompassed both paid and organic social and had a shelf life of over a year. The content needed to be agile and work for many seasons, regions and demographics.
To launch the campaign, we sequentially posted some reasons to run in feed and in stories using campaign photography. Along with the campaign images, we concepted and created the video above featuring ambassadors and real community members explaining why they run.
Me: Social concepting and creation with writer Matt Bowne
Motion: Ryan Jones
Creative Direction: Matt Bowne and Ryan Glendenning
Social Strategy: Brenna Segar
As part of the launch strategy a highlight button series was created to give followers a quick guide to features of each watch, making it easier for them to decide which device is best for them. This design template can be applied to any watch or device that falls under the forerunner series, making the highlights a cohesive and quick info guide.
Most runners like to listen to music to keep them motivated. For the launch, we created a series of spotify playlists and promoted them on Instagram, giving our audience a curated list of songs to rock out to along the way. The playlists were created by ambassadors and crowdsourced through previously ran instagram polls.
