parkrun Shop
The parkrun Shop partially funds parkrun. Every purchase - a milestone tee, a set of flatbands, helps keep events free. So the job was two-fold: make the products feel worth buying, and make the link between buying and supporting parkrun clear.
We used video to drive engagement on the retail store page. We made short product films that give each item movement and a bit of intrigue, showing the flatbands and parkwraps in use, in the places people actually wear them.
The films were the centre of a wider set of content built to keep the shop in front of people: social cuts, website banners and EDMs, all pulling in the same direction.
The Volly Brolly campaign gave us room to have some fun with the targeting.
A Volly Brolly is a branded umbrella. Most useful, obviously, when it's raining. So we matched our email sends to the Bureau of Meteorology and each participant's home parkrun. When the rain set in over a town, the people who participate there got a nudge.
When it started raining in Hobart, Hobart runners got the email. When it hit the next town, theirs followed.
Running the campaign off the weather let us roll it out gradually over a week, one region at a time, rather than one blast to everyone. Each email landed exactly when it was relevant.