Putting Jaybird at the heart of the UK running community

The brief

Jaybird wanted to become part of the UK running and fitness community, to show how the earphones are the ideal piece of kit for runners of all abilities.

The distraction

The earphones and headphones market is very competitive, with many models and brands targeting fitness enthusiasts. We wanted to cut through the noise to show how Jaybird earphones are designed with fitness enthusiasts and runners in mind – with key features of a secure fit, long battery life and rugged design.

How did we make our audience care?

There is a huge audience of runners on Instagram, ranging in abilities and goals. What they all have in common is a desire to improve their performance – and that’s exactly what we aimed to do with Jaybird Runners. We knew we could connect with this community authentically with Jaybird, as the brand’s heritage was perfectly aligned to people’s goals and aspirations.

We launched the Jaybird Runners programme; an always-on programme focused on Instagrammers.

We offered a select number of the chance to become a Jaybird Runner. We supplied them with Jaybird earphones and branded training gear, in exchange for posting regular earned Instagram posts and stories about their training and how they’re using the Jaybird earphones.

Following the initial outreach and recruitment, we updated them regularly with new products, gear, invites to Jaybird meet-ups and to join the Jaybird team for the Ragnar Relay a 170 mile relay race around the UK’s south coast.

The action

  • Within six months of launch, we saw over 500 hashtag posts and 300 stories from Jaybird Runners

  • A combined reach of over 150,000 on Instagram

  • Team of 10 completed the Ragnar Relay, creating 65 social posts and reach of 750,000+ in 48 hours

  • Ragnar highlights video reached over 321,000 people on Instagram and Facebook

  • Members of the wider running community have contacted us directly about joining the programme, showing how the word has spread though the running world

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