Reaching a new audience with data storytelling

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Situation

Strava is a social network for athletes that wanted to extend their athlete focus beyond cyclists and attract more runners to the platform. Strongly positioned within the cycling category, Strava asked Max Borges agency to grow their awareness within the running vertical and reposition the platform as a place for both runners and cyclists.

Strategy

Without product launches to rely on, Max Borges Agency used Strava’s data to develop unique and insightful story angles that would appeal to runners. Story angles varied weekly and included marathon-specific data, running data specific to women, running data specific to locations, and timely angles (e.g. using runner’s data to pull the most popular running routes in Spring Break locations). They agency targeted highly relevant running outlets, such as Runner’s World and Women’s Running, as well as on lifestyle and national outlets to reach an even broader audience.

Results

  • More than 20 published stories based on Strava data and tailored to runners.
  • Two feature articles in Runner’s World, one on VICE Run, one on Competitor Running, and more than five feature stories in Women’s Running, each highlighting a new data angle.
  • National timely coverage surrounding marathons including Strava’s San Francisco marathon data featured on the front page of the San Francisco Chronicle and Strava’s Chicago Marathon data featured in the Chicago Tribune. Additionally, Boston Marathon training data insights published on Runner’s World and Women’s Running less than a week before race day.
  • Targeted coverage in major women’s lifestyle outlets such as Shape, SELF, and Health magazine, featuring the average running speeds for women in the U.S. according to Strava

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