Community & Event Activation
Seawheeze Half Marathon Activation
PROJECT:
Strategic Partnership with Lululemon to Elevate the ‘Seawheeze’ Half Marathon Experience
Developed and executed a multi-faceted partnership to enhance brand visibility and engagement by creating:
Targeted pre-race content
Comprehensive social media promotional strategy
Seamless event activation
On-site race recovery stations
Exclusive influencer dinners with key runners
High-impact post-race content
GOAL:
Leverage the Lululemon/Seawheeze partnership to drive customer acquisition through amplified brand exposure and curated content shared by top-tier fitness influencers.
OUTCOME:
Maximized Brand Exposure: Led a strategic influencer campaign, partnering with top health and wellness personalities to create content around race preparation and recovery using Vega products. The campaign successfully drove organic traffic, as influencers shared their personal experiences across social channels and blogs.
Deepened Community Engagement: Curated an exclusive influencer and media dinner, offering an intimate space for networking, idea-sharing, and authentic content creation. This strengthened our relationships with key local personalities while expanding Vega's reach within the fitness community.
Enhanced Local Presence: Executed a live event activation at Vega’s race recovery station, where we engaged directly with participants, distributed products, and captured dynamic, real-time content. This bolstered our social presence and solidified Vega’s connection with local runners, expanding our footprint within the active lifestyle community.
PROJECT:
Marathon Activation & #FuelYourBetter Campaign
When Vega influencer Christina Menssen revealed her biggest fear—being unable to finish the Vancouver Marathon on her own—I orchestrated a highly emotional and unexpected surprise to support her. In addition to a dedicated cheer team and race stations, I secretly flew in Christina's key running partner, Emily from Arizona, to run alongside her. We captured the moment in real-time, aligning it with the overarching #FuelYourBetter campaign.
GOAL:
Increase community exposure for Vega within the active health and wellness demographic while generating compelling content to drive engagement for the #FuelYourBetter campaign.
OUTCOME:
Maximized Brand Visibility: Employed a dynamic, multi-channel creative approach to race-day activation. From influencer-driven content before the marathon to live coverage of the race, we used strategic signage and influencer engagement to amplify our message.
Enhanced Social Engagement: Captured emotionally charged moments, leveraging influencers and user-generated content to drive the viral spread of our #FuelYourBetter hashtag. This created increased organic sharing of Vega product experiences across social media.
Expanded Local Media Reach: Partnered with high-traffic local media outlets to share race content, further amplifying Vega’s exposure within the community and across digital channels. This led to a measurable spike in traffic to our site and greater engagement with our products.
Whole Foods Smoothie Launch
Smoothie Station Launch at Whole Foods
SETUP A MEDIA EVENT TO LAUNCH THE PARTNERSHIP WITH WHOLE FOODS IN VANCOUVER. READ MEDIA HERE.
Hard Candy Toronto Launch
Supporting Madonna's new Hard Candy gym launch (Toronto)
ACTIVATED GYM-GOERS WITH VEGA PRODUCTS AT A HIGH-PROFILE MEDIA LAUNCH. READ MORE HERE.
Shoes Community & Event Activation
Winter time coffee activation in Toronto
HANDING OUT FREE HOT COFFEE AND COUPONS TO USE ON OUR WEBSITE OR IN-STORE. READ MORE ON THE TORONTO CITY SERIES.
Portland Shoe Drive
Produced a "Portland Made" campaign series to boost brand exposure, organized a shoe drive, and hosted a community event to celebrate the drive and the campaign launch. [Read more about the Portland Made campaign here.
Shoes: Bumbershoot Festival Activation
Organized an RV activation at Seattle’s Bumbershoot Music Festival, where we engaged festival-goers by sharing live updates on social media, inviting influencers to join us, and offering free gifts, swag, and tickets to an exclusive bootcamp workout.