The pitch assignment was: organise an event for the Brooks Run Happy Team (Brooks’ European brand ambassadors) to launch the Brooks Best Fest Challenge campaign with as much impact as possible. Fun detail: for this assignment, we worked out our pitch concept almost to the dot.
The Brooks Best Fest Challenge encourages Brooks runners to celebrate their running achievements, and share the way they treat themselves on social media. To kick off this social movement in Europe, Brooks organised a big event together with NewsLab, to allow the hundred European Happy Runners to finally meet for the first time. To do that, we created Brooks Island. An island that was a ‘best fest’ in and of itself, and that allowed us to add a deeper layer to the marketing campaign by celebrating the joy achieved by reaching your running goals. All of that on a private island in Croatia, just off the coast of Spilt. During the event programme, we implemented the various challenges of the campaign.
By choosing an ‘Instagram worthy’ location and inspiring activities and workshops, we created a must-attend experience for all these ambassadors so passionate about running. The feeling of togetherness was huge, as was the brand experience. By providing the runners with the right tools and possibilities to create amazing content, the event was shared en masse by the Happy Runners on their social media channels. Straight from the heart. The numbers: 3100 Instagram stories and posts with a total engagement of 295k, and the #BrooksBestFest was shared almost 6000 times. This success gave the Brooks Best Fest Challenge a huge push, and had a large impact within the running community.