Strava eliza lochner_public
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I pitched this campaign to Strava. They didn't buy it but I thought I'd share to see what others think.
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Strava eliza lochner_public
- 1. STRAVA BRAND MARKETING Eliza Lochner
- 2. CONTENTS • Challenge • Approach • Program ideas • Measurement
- 3. THE CHALLENGE Excluding event sponsorships, what program(s) might I pursue to help build an emotional attachment to Strava with a budget of $20K?
- 4. THE CHALLENGE Excluding event sponsorships, what program(s) might I pursue to help build an emotional attachment to Strava with a budget of $20K?
- 5. APPROACH
- 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
- 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.”
- 11. “Pain is about seeing how strong you are mentally.”
- 12. “Knowing I gave my everything, means everything.”
- 13. “Testing my limits and accomplishing something worthy.”
- 14. “Triumph over adversity is what it’s all about.”
- 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!
- 24. TRIUMPH CHALLENGE http://www.youtube.com/watch?v=4FEWgn-Mo2Q
- 27. TRIUMPH CHALLENGE PAID FACEBOOK Raise awareness Drive participation Feature athlete stories
- 28. TRIUMPH CHALLENGE BLOGGER OUTREACH
- 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
- 32. MEASUREMENT
- 33. EMOTIONAL ENGAGEMENT • Pre/post brand perception study • Pre/post social sentiment analysis • Challenge participation • Site traffic lift • New users • Share analysis
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