Women’s Running – Run Your Way Campaign

Having been named Women’s Running’s Brand of the Year, Brooks Running was keen to build on the relationship with our readers. Working with their corporate message of ‘Run Happy’, we created a 9-month campaign titled ‘Run Your Way’ that takes eight of our readers on their own personal running journey while showcasing Brooks running shoes and apparel.

Run Your Way follows our pairs of women who are planning to run a specific race for the first time. The race distances range from 5K, 10K, Half Marathon to Full Marathon, with two ladies running each distance. The aim is to celebrate being the best that you can be – 5K for one runner is a similar challenge for them as a marathon is for another.

The campaign was further enhanced by recruiting our participants from the Run Mummy Run community, driving further exposure across their website and social media.

As title sponsor, Brooks Running products and branding appear monthly in –

• Print magazine features
• Dedicated Run Your Way website pages
• Regular social media posts
• E-newsletters
• Video from training days with our runners

Brooks also received commercial assets as part of the package, including print adverts, emails and website adverts, kept separate from the editorial messages for purity and aimed at showcasing new products. The commercial digital communications are built around direct sales and ROI, with affiliate links attached to each product encouraging purchase.

Brooks believe that Run Your Way breaks the mould and delivers a fresh and pure way to spread key brand messages through a valuable editorial campaign that reaches over 400,000 runners every month across all WR platforms.