Black Girls RUN! | Marketing & PR Campaign | www.blackgirlsrun.com
CASE STUDY: Black Girls RUN! REI Explorer Virtual 5K and 10K
That time we took it to the trails with a national brand.
Black Girls RUN! is comprised of more than 70 running groups all over the country. The community has experienced exponential growth – which means staying plugged in and thinking of new and better ways to help members reach their goals.
In a survey, we learned that BGR! members wanted to advance their running experience and knowledge. We had to serve up education, new challenges and energizing content.
BGR! teamed up with REI to deliver the community’s first trail run. The virtual race was named the BGR! REI Explorer 5K and 10K, and a portion of race registration would go to the National Park Foundation in honor of the centennial anniversary of the National Park Service.
On the heels of REI’s wildly successful #OptOutside campaign, this was a natural transition to encourage women to explore the beautiful parks and sites across the nation. As a virtual race, runners would run wherever they chose and receive their medal in the mail. Those who used #REIExplorer to share their race on Instagram and Facebook would also be entered to win a giveaway from REI.
We prepared runners for the trail run with a live online training session, hosted by REI’s trail running expert Asia Arana. The talk covered appropriate gear, safety on the trails, as well as why trail running is great for performance improvement.
In one week, over 1,300 runners viewed the training session.
Runners were also encouraged to use the National Park Service’s Find Your Park site to choose a new route they had never experienced. Images of trails and beautiful park settings, courtesy of the
National Park Service and REI, were shared with the community to build anticipation for the race.
As a result, nearly 250 women ran the race on January 16. For half these women, this was their first trail running experience.
CASE STUDY: Black Girls RUN! + Oakley #CantStopWontStop After Party
That time we turned a sale into a party and broke an in-store sales record.
In Atlanta, not so.
Oakley is a national brand that needed to build its reputation in the Southeast, and among women in
particular. They invited Black Girls RUN! to shop one-day at a discount – but together with the Mix+Shine team, it became much more.
We chose the weekend of National Running Day to make the event into an official BGR! + Oakley #CantStopWontStop After Party, complete with DJ and brunch time mimosas. The celebration included –
- a 5K fun run
- a talk from a local trainer discussing treadmill training tips when Atlanta
- heat makes running outside impossible
- an Oakley presentation on eye protection and the best fit for your face
From there, how do you get women to purchase sunglasses instead of just
socializing? You offer one lucky runner a free pair for an Instagram contest.
Runners tried on their favorites styles, tagging #OakleyWomen, and livened up
the brand’s image with diversity and real women.
In just three hours, Oakley Atlanta sold $2,500 in merchandise, breaking a record for single day sales. What’s more, we created a promising partnership, which will bring BGR! to the Oakley MINI race in New York City in June 2016.