6. We buy who we want to be
We tell the stories
Carl Jung http://seekingremarkable.blogspot.com/2010/05/carl-jung.html
7. Compared with all internet users, Strava.com
appeals more to men; its audience also tends to
consist of childless college graduates earning
over $60,000 who browse from work.
Source: Alexa, http://www.alexa.com/siteinfo/strava.com
Male
25-44
College
Employed
8.
9. WHAT SETS THEM APART
I don’t jog. I run.
People call me crazy but
this is what keeps me sane.
You have to like pain.
I’m super competitive. I just
have to beat the other guy.
Racing is my drug of choice.
10. “The grueling pain that is shared by
everyone and the ability to overcome
the intense urge to give up is the
ultimate bonding experience.”
15. campaign objective
emotional engagement
brand essence
(removed - confidential)
emotional user need
heroic triumph over adversity
constraints
Tone + $20K
16. STRATEGY
• Align
user motive of triumphing over adversity through hard
work with program motive; help users feel heroic
• Create social, sticky program content
• Leverage existing brand advocates to maximize budget
• Tap existing communities for scale
• Feel authentic, active, innovative, fun
18. THE TRIUMPH CAMPAIGN
• Bysetting new personal records in speed, Strava users will
support their endurance athlete comrades who face physical
adversity.
• Thecampaign centers around a social good meets
competitive challenge and will be supported with blogger
outreach, guerilla tactics and paid sponsorship on Facebook.
19. TRIUMPH
CHALLENGE
The Triumph Challenge
09/01/2012 — 10/1/2012
Set new personal records (PRs) on select segments to help The Challenged Athletes Foundation (CAF) reach their million
dollar goal.
CAF’s Million Dollar Challenge is a 620 mile ride down California held in October. To show some support, whether you run or ride, this
month your PRs can count on multiple levels. For every PR you achieve on selected segments, Strava will donate $.10 to CAF, with a
maximum donation of $15K. That’s 150,000 PRs needed.
As you accumulate personal records, you’ll be awarded an online badge to mark your progress. If we make our collective goal of
150,000 personal records, you’ll be awarded a finisher badge with the number of PRs for bragging rights.
Are you up to the challenge?
About CAF
Established in 1997, the Challenged Athletes Foundation (CAF) is a unique organization that recognizes the athletic greatness inherent
in all people with physical challenges and supports their athletic endeavors by providing grants for training, competition and
equipment needs. For more information about the organization visit www.challengedathletes.org.
To view individual athlete stories please visit http://www.youtube.com/challengedathletes
Note: If you have any questions about the Challenge or your results, please email support@strava.com, or visit the Strava Customer
Support site.
Good luck and good speed!
29. TRIUMPH
CHALLENGE
BLOGGER OUTREACH
• Goal: event invitation
TRIUMPH
• Personal contact after warm lead
• Inlieu of monetary compensation,
offer other incentives a blogger
can offer his/her audience STRAVA
• Lottery for Strava or Garmin gear
30. TRIUMPH
GUERILLA CHALLENGE
MOTIVATION MOMENTS
Pass him
Faster
Push
Sweet agony
Feel it
PR
Again
31. TRIUMPH
CHALLENGE
SCALING GUERILLA
• Use social to amplify effort
• Prompt users via networks
• Ambassadors & employs
take the lead