How a Sponsored Women’s Run and Native Ads Raised Awareness for Sports Bra

Summary

Triumph wanted to raise awareness of its brand and increase the number of trials of its sports bra. The company teamed up with the women’s magazine, Femina, and through sponsorship of women’s run and native advertisements, the campaign resulted in a sales lift of +75% during the campaign period.

Publisher/Agency: Aller Media / Femina

Campaign: Triaction by Triumph

Brand: Triumph

Country: Denmark

The campaign aimed to raise brand awareness and generate involvement and trials of Triaction sports bras.

Mission

When a woman runs, her bust moves between 7.5cm and 20cm up and down and sideways. This makes it crucial for her to have proper support and wear a correctly sized sports bra. At the same time, seven out of 10 women wear a bra in the wrong size.

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Triumph wanted to do something about this and help Danish women find just the right bra for proper support when they engage in sports.

The campaign aimed to raise brand awareness and generate involvement and trials of Triaction sports bras among the target group of women aged 30–60.

KPIs

Target audience

Women aged 30–60

Femina proved to be a perfect match for the Triumph brand and for the Triaction campaign.

Strategic approach

Triumph teamed up with Femina to create closer bonds to women who are interested in sports. Femina has good coverage of the target group and is good at engaging its readers and communicating with them at eye level.

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Additionally, opinion leaders in the field of fashion are much better represented among Femina’s readers, as compared to women in general, and are more prone to trying out new products and talking to their friends about them.

Due to these factors, Femina proved to be a perfect match for the Triumph brand and for the Triaction campaign.

To create interesting and relevant content, two large activities were planned.

Creative idea

The core of the campaign was a sponsorship of the Femina Women’s Run and, leading up to the run, an extensive native campaign was built to ensure Triumph ownership of the period before and during the runs.

To create interesting and relevant content, two large activities were planned:

10-week workout and health program

The campaign started in February when Femina and Triumph announced that three lucky readers could win a 10-week workout and health program in the lead-up to the Femina Women’s Run, prepared by running expert Sara Maria Franch Mærkedahl and dietitian Gitte Høj. The program included participation in the Femina Women’s Run, the Triaction x Femina Social Run and, of course, a Triaction sports bra. This was very popular among Femina’s readers. Very quickly, 75 women had applied, and the three test persons were found.

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Triaction x Femina Social Run

To increase brand involvement and support the Femina Women’s Run sponsorship, Triumph and Femina created the Triaction x Femina Social Run: an exclusive 5km run (100 participants in Copenhagen and 100 participants in Aarhus) that focused on the social experience rather than running against the clock.

Participants were Femina readers, bloggers and influencers. All participants received a Triaction sports bra so they could experience the bra’s good support. In the lead up to the run, it was promoted on femina.dk and Facebook, and the spaces were soon filled. After only a few hours, the 200 spaces were booked and 700 interested readers were on the waiting list.

To increase the qualified knowledge of and involvement in the Triaction brand, an extensive native advertising track was run concurrent to this on femina.dk and on Femina’s Facebook page, with engaging video contents and digitorials.

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As the grand finale, Triumph’s sponsorship was activated at the Femina Women’s Run with Triumph signs along the running route, logo exposure on jersey runner numbers and starting and finish line portals, as well as a big Triumph stand with a complete range of Triaction bras and the option of being fitted by Triumph’s skilled employees.

In addition, Triumph was the co-sender for the editorial promotion of the run in Femina magazine and on femina.dk, both up to and after the run.

Triumph also activated its sponsorship on its own channels, especially Facebook and Instagram, enhancing the effect of the campaign.

Platforms

Print – Femina magazine

Online – femina.dk

Facebook – Femina’s Facebook page

Event – Femina Women’s Run and Triaction x Femina Social Run

Content distribution and promotion efforts

The campaign ran from February until June. Throughout the campaign period, native content in the form of video, advertorials and Facebook posts was active in Femina’s universe, with the largest emphasis in the beginning of the campaign period. In April and May, the Triaction x Femina Social Run was executed and in May and June, the sponsorship of Femina Women’s Run was activated.

Size of team involved

8

The high level of involvement intensified the shop staff’s focus on the Triaction brand, which had a positive effect on sales.

Results

The combined activities created large-scale involvement in the Triaction sub-brand and in that way raised the brand awareness.

In turn, these activities had a very positive spillover effect on shop staff – they were proud of the sponsorship and were very enthusiastic as they staffed the stand at the Femina Women’s Run and the shop for the Triaction x Femina Social Run.

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The high level of involvement intensified the shop staff’s focus on the Triaction brand, which had a positive effect on sales.


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

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