As part of their “Strive” campaign, fitness and sports app Strava asked us to challenge public perceptions of the people who use their network.
The goal was to humanize the Strava user and break away from an “elitist” myth through an approach that championed authenticity and intimacy.
We designed an approach that allowed us to create a suite of content featuring a 90 second hero film and a range of 5s to 15s cut-downs targeted at specific user groups and sporting disciplines within the Strava community.
All in all, 30 pieces of content went live across the brand’s associated social channels delivering around 30 million impressions across all media, more doubling our original goal and delivering a massive upturn in engagement and new subscriptions for Strava.
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