How to reinforce your brand with the right influencers
Running is different from many other sports. Everybody can do it. It doesn’t require a team or league. There is no need for dedicated practice hours or much special equipment.
This is why we at Runkeeper believe running brands of the future require a very different face than what we’ve typically seen from sports brands in the past.
Classic fitness apparel brands have relied heavily on endorsing upper echelon pro athletes. Nike goes for the athletes that are already the best in their field (and dumps them when they’re seen as past their prime), while Under Armour often showcases those climbing their way to the top through grit and dedication. Most running brands will have an Olympian or a track star in their ad spots at some point.
As a fitness technology brand embedded in people’s everyday routine, we’ve always thought a bit differently about who should be the face of the Runkeeper brand. For one, we don’t exactly have the endorsement budgets to work with MVPs of any given sport. It’s actually a good thing, though, because most of our community wouldn’t necessarily identify with those people when it comes to getting motivated to go out for a run.
For many, running isn’t a sport to be followed and kept up with, but a recreational activity that enriches so many other aspects of their lives. It gives them a break from their kids and a quiet hour to think. It’s a way to burn off stress from the work day so they can be clear headed for tomorrow. It’s a means of staying healthy for the long haul and also shedding the guilt from drinking that extra beer. When asked, our community tells us they most look up to runners they know: that friend who’s been running a bit longer and has conquered a half marathon or two.
So who should be the face of a brand that is all about being relatable?
Accomplished people who happen to run
The best faces of the Runkeeper aren’t athletes, but those who are working hard and accomplishing much in their respective careers or callings. They’re using running to get through it all. They’re people who are working in fields that naturally align with running and improve the running experience for many.
We recently did a week-long promotion with Swedish DJ Tim Bergling, also known as Avicii. Tim’s label came to us to promote his latest album to a community of runners, but we also got broader exposure to his fan base in the process. With 1.75 million Twitter followers and sold out worldwide tours, Tim isn’t exactly your normal dude, but he isn’t a pro runner. He’s someone who sees the value in running and, better yet, is putting out a product that enriches many people’s experiences with running. (Seriously, listen to an Avicii album on your next run and tell me it doesn’t put you in the zone).
We love seeing actors or musicians or politicians or reality TV stars tweet their latest Runkeeper runs, and consider it a better endorsement than a spot at a USA Track & Field meet. When someone like Sam Claflin says he uses Runkeeper, we picture him taking running breaks between filming Hunger Games scenes, with that familiar “Activity Started” voice in his ear. No, most of our community isn’t working on the set of blockbuster movies, but they can relate to someone else who’s getting out for a run on their free 30 minutes during a busy work day.
Everyday heroes (who don’t take themselves too seriously)
The story of Simon Wheatcroft is one of the most special, fortuitous connections our brand has ever developed with an influencer. Simon’s story of using Runkeeper to train on the open road despite his blindness first caught people’s ears years ago and helped him build his own personal brand in the process. But just recently, IBM did a spot on Simon’s dedication in running ultramarathons despite his disability. While 100-mile distances aren’t relatable to everyone, Simon’s use of running to overcome obstacles and constantly shatter his expectations is certainly inspiring. And something we all need. Better yet, Simon isn’t this super serious, eat-sleep-breathe-running kind of guy. He has long off-season stretches, pigs out on junk food, and really doesn’t take himself too seriously. (Sorry Simon, your secret is out!)
Micro celebrities
A brand’s goal with any good endorsement is typically twofold: reinforce its positioning and credibility with someone who embodies the brand, and reach audiences beyond those it talks to through its existing channels. While Instagram can often be chided for creating a false sense of reality, it has nonetheless created this interesting class of micro celebrities that has helped us accomplish both of these endorsement objectives. They’re not movie stars making millions, but people with hundreds of thousands of followers interested in their every move: what shirt they’re sporting, where they’re grabbing their next coffee, what beautiful destination they’re jetting off to. Earlier this year we worked with a prominent fashion blogger as she trained for her first half marathon. Yes, Mary has beautiful clothes and goes on great trips, but when she’s out running her first marathon, she’s not all that different than you. We think these partnerships create really interesting opportunities to reach huge audiences while still maintaining that relatability we so treasure as a brand.
Who’s next?
The exciting thing about criteria like this is there’s a somewhat endless list of people we can work with to spread the Runkeeper brand. We’d love to see more top musicians join the roster (Justin Bieber, we’re talking to you) because music and running just go together so, so well. We’re a huge fan of Jennifer Lawrence (maybe her costar Sam can get her on board?). The closest we’d get to a running celebrity, in my opinion, is Elvira Montes: the 81-year-old grandmother who recently became the oldest person to complete a beer mile and did it faster than her 47-year-old daughter. I’d bet that she could get a few college frat boys off the couch, and at Runkeeper, that’s really all we’re trying to do. Vera, email us at marketing@runkeeper.com if you read this.
We’re still figuring our influencer and endorsement strategy out, and we have a long, long way to go, but I think the most important thing to remember when navigating partners for your brand is being true. We’re in an age where relatability and authenticity are more treasured than ever, (hence why Jennifer Lawrence is so damn lovable), so don’t be afraid to break the rules. Life’s too short and hectic to strive for perfection in every area. Have fun with it and you’ll probably reach many more loyal followers in the process.
