ZAPPOS RUNNING
CRAFTING A SOCIAL BRAND // ZAPPOS.com
The Goal
Zappos, a brand known as an
online shoe retailer with legendary customer service, wanted to break into the running industry with a new Instagram channel focusing on runners.
The ask? Organically attract 30k Instagram followers in 6 months.
We carbo loaded and got to work.
Client: Zappos
Agency: Happylucky
2018 - 2019
My RolE
Project Manager + Account Manager
SOLUTIONS
Let’s democratize the idea of running and make it accessible to everyone.
Examining the truths, the tensions, and opportunities behind the brand and found our sweet spot: Zappos Running can stand for access and diversity among running personas.
In addition to connecting with running hubs around the globe, we utilized a diverse set of influencers and their fitness mantras:
Killer Mike: Rapper. Actor. Activist. Sweat Today, Don’t Regret the Day.
Desi Lindon: Boston Marathon winner. Bourbon enthusiast.
Gabe Grunewald: National champion. Inspiration.
Shalane Flanagan: Olympic Silver Medalist. Full-time foodie.
Results
Through dynamic community management and a rigorous content strategy, we gave our community the opportunity to go beyond the double tap.
Followers: 37K in 3 months (1/2 the time!)
Engagement Rate: 12.3% (4x higher than industry standard of 3%)
We created a running community where none existed, and exceeded our goals of delivering real, organic followers.
More than numbers, we shifted brand mindset, proving Zappos is more than just a shoe retailer, but a legitimate running brand with a thriving social community.
