Case Study

Jaybird X3 What’s Your Why Social Media Campaign

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THE BRIEF
Showcase the Jaybird X3 product and forge a strong alignment between the brand and running.

THE SOLUTION
A social media campaign that utilised influencer talent and Sydney’s iconic City2Surf running race to create bespoke branded content and hero key brand messages. 

WHAT WE DID
The ‘What’s Your Why’ social media campaign ran capitalised on the City2Surf and involved the conceptualisation and production of a series of short videos and images starring influencer talent. This was used to educate the digital audience and also encourage them to share their own ‘Why’.

For the content series, Jaybird aligned with two Australian Influencers (Andrew and Veronika), both of whom shared their relationship with fitness (especially running), music as a motivator, and why they’re so passionate about active lifestyle.

On a physical activation level, vox pops were sourced at the iconic Australian running race City2Surf and the CITYFIT Expo and published on social, adding a community element to the influencer content.  

RESULTS
REACH: 280K
ENGAGEMENTS: 7K
VIDEO VIEWS: 136K
ENGAGEMENT RATE: 2.6%
INFLUENCER REACH: 127K
INFLUENCER ENGAGEMENTS:
16K
INFLUENCER VIDEO VIEWS: 
63K

Running to me is not about how far or fast you can run, but simply being grateful to have the health to run. . To explore, unplug, connect to oneself and test your mind and body. I’ve been training with @jaybirdsport for the upcoming @city2surf ???. . I’ll be wearing a 30kg vest to replicate the weight of what a modern day solider would carry. . Trying to bring awareness for the veterans returning home, who feel alone and to remember those who lost their battle with PTSD. @trek4vets is gathering some serious momentum and is now becoming it’s stand aline charity. Our mission is to help families of the fallen and our returning heroes. . #City2Surf #WhatsYourWhy #Jaybirds #AlwaysBesidesYou #Purpose

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