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A Social-First Creative Agency
A Social-First Creative Agency
AR (adidas Runners) is a running community led by running enthusiasts around the world in more than 50 cities. The AR Hong Kong just turned one and a half years in 2019.
To celebrate its commitment to AR members, adidas Hong Kong launched the "Running Is..." thematic video, featuring some of the long-time supporters of the AR Hong Kong community.
The goal of the campaign is to cultivate local runners through social media. In addition to the thematic video, the campaign also features multiple versions (over thirty) of IG stories to connect with their millennial runners, who are active on Instagram.
The task of the IG Stories is to sustain the conversation among the AR running communities continuously. The IG Stories also acts as a timely reminder of many AR running events to the targeted audience.
To champion the AR running team captains who are also the long-time supporters of the community, the campaign features tailor-made IG stories showcasing these individuals. This bottom-up approach not only facilitates the brand engagement within the team but also demonstrates strong respect to the AR brand loyalists.