Runna
Fall 2024
Project Goal: Develop two Instagram social media campaigns for Runna that track a variety of metrics from clicks to free trials started. Each campaign contains multiple advertisements and use either static or video assets.
Campaign #1
Advertisement #1
Channel: Instagram
Caption:
🚨 Attention US Runnas....we have landed stateside!
🏃➡️ Ready to take your running journey to the next level?
📲 Download Runna in the app store today to elevate your training and join a global running community. We are thrilled to have you on our team! #runnaUSA
Strategy: The goal of this static advertisement is to draw viewers in through an action photo matched with the phrase “Runna has landed.” Once US viewers see this post, they will want to learn more about the Runna brand and will use the link attached to view the Runna website.
The advertisement is simple, yet effective and uses streamline Runna brand elements to ensure consistency. The caption adds to the post by embodying Runna’s brand voice and providing a call to action that encourages viewers to download Runna in the app store. When users click the “Learn More” banner, they will be directed to the website. This link can be used to track our KPI of clicks.
Advertisement #2
Channel: Instagram
Caption:
You saw that right – Runna is ready for you, America! 🇺🇸🥇
🌟 Start your journey with us today when you download Runna in the app store. If you’re with us, comment below where you are running from! #runnaUSA
Strategy: The goal of this static advertisement is to specifically target prospective US Runna users and be the first point of contact they have with the brand. The graphic poses the question: “America, are you ready to run?” which will draw in viewers and encourage them to engage with the content.
Again, the asset uses streamline Runna branding and incorporates a new Runna pattern which shades in the United States. The caption adds to the post by encouraging viewers to start their running journey with Runna and further encourages engagement by asking viewers to comment where they are running from. This can help to build a Runna community in the U.S. When viewers click on the “Learn More” banner, they will be directed to the Runna website to learn more. This will boost overall brand awareness for Runna in the U.S.
Campaign #2
Advertisement #1
Channel: Instagram
Caption:
👀 On the lookout for your next finish line?
Runna is the coach you need for your next race – begin your free trial today and get one step closer to hitting your training goals. 💪 #TrainWithRunna #13.1Club
Strategy: The goal of this carousel advertisement is to encourage viewers to sign up for a free trial on Runna, specifically for a half-marathon. I developed the tagline: “13.1 Miles. 1 App. Endless Possibilities.” to create a hook that encourages viewers to swipe to the second slide. The second slide of the carousel provides concise descriptions of Runna’s key selling points to further encourage people to start using the app. This graphic uses a photo of marathon runners covered by a blue overlay to ensure readability. Runna colors and logos are used to ensure consistency.
The “Download Now” banner provides a specific call to action that tells viewers to try out the app today. Through this, we will be able to track the KPI of free trials started.
Advertisement #2
Channel: Instagram
Caption:
👋 Hey Runnas...are you ready to earn your confetti? 🎉
Start training for your next half marathon today using the Runna app. Kickstart your free trial today and start working towards your next finish line. 🥇 #LevelUp #RunnaUSA #RunnaUK
Strategy: The goal of this video advertisement is to encourage UK and US runners to start a free trial on the Runna app and start training for their next half marathon. The campaign employs the slogan “13.1 Miles. 1 App. Endless Possibilities.” to illustrate how runners can use the app to level up their training.
The background visual chosen depicts runners during a race and confetti falling as they cross the finish line. This paired with the phrase “Earn Your Confetti” is motivational and aims to light the fire within each viewer that they should start their training today.
Finally, the “Download Now” call to action encourages people to click and download the app to start their free trial. This will help us to track the KPI of free trials started.