“Attracting new audiences through creative, timely storytelling and trend jacking”

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Situation

Strava, a running and cycling social network app, wanted to reach a wider lifestyle audience beyond competitive athletes. Without major app updates or announcements on the horizon, Strava needed to maintain brand visibility to attract new users.

Strategy

Max Borges Agency tapped into anecdotes and data from Strava users, ambassadors and employees to source unique story angles. The agency identified GPS art as a trending topic that would generate opportunities for timely storylines surrounding major events. The agency used specific Strava GPS art examples to land media coverage in top targets.

Results

  • Dozens of top tier press hits reaching a wider lifestyle audience in outlets such as NPR, The Verge, Wall Street Journal, Outside, Seventeen, The Steve Harvey Show and Huffington Post.
  • Timely stories tied Strava to trending conversations including prom, the holidays and immigration.

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