The brief

AfterShokz, a US-based, bone conduction headphones company, looked to us to push awareness of its next generation, open ear headphones, Trekz Air. Having already secured lots of press coverage, we needed to deliver a campaign using different channels to make an impact

Case study header image
Case study header image

Our approach

Recognising that AfterShokz has an engaged running social community and with the London Marathon fast approaching, we organised two separate social media campaigns.

We identified UK Run Chat, the UK’s most popular online running community, as a partner on Twitter and organised a three-month campaign where we hosted a takeover each month on the channel.

Helping to host the takeovers and offering expert advice to followers via the AfterShokzUK Twitter page, we also secured two influencers (ManvMiles and The Runner Beans) and a distance runner for England (Aaron Scott).

Alongside the Twitter takeover, we arranged an Instagram campaign with runner Ben Parkes, a coach and athlete who recently caught our eye due to his great content and growing social following. Ben was handed the reins of the AfterShokzUK Instagram page for a day at the London Marathon Expo, where he chatted to followers and handed out top tips on running the upcoming race.

Finally, we gifted a number of headphones to ambassadors from UK Run Chat and England Athletics, who AfterShokz have an official partnership with.

All of the above activity was devised as part of a larger year-long #BeOpen campaign, a tagline that is not only already used by AfterShokz’s social channels but also reflects the unique bone conduction tech of the headphones.

Results

Total direct engagements on AfterShokz social posting around the takeovers:

5,441

Total impressions from activity around the takeovers:

449,943

New followers on Twitter and Instagram since the takeovers began:

Over 1,500 new followers across both platforms



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