Ronhill: Run Every Day
Brief: Get Ronhill noticed amongst global sportswear giants.
Answer: Define Ronhill as a challenger brand then tell an amazing inspirational story.
Client: Ronhill
Concept and effectiveness
The international sportswear market has some big players, it was not possible to outspend them. So how do Ronhill the brand get noticed? Joe Public approached the project as a classic Challenger Brand.
We unearthed and helped to celebrate a totally authentic and enviable truth about the brand’s inspirational founder; challenging the giant corporate competition with truth and personality.
Ronhill has a world beating, charismatic founder with a clear and passionate philosophy about running. Using this we are differentiating the brand from the global giants and giving consumers a chance to connect and believe in something.
Running is Ron’s life. And he has a simple resolution, which is expressed in fifty years of single-minded dedication. #RunEveryDay has been launched to trade and consumer, with impressive results.
results:
The campaign reached more than 3.2 million people.
Generated in excess of 600,000 engagements – almost 10,000% more than forecast. 24% of those engaged signed up to the #RunEveryDay challenge.
Over 652,000 video views.
Fantastic return on the client’s investment: CPVV = £0.02 and CPWC = £0.20.
