Nothing makes us happier than when we can check another successful campaign off our list. Since it was marathon season in Houston, what better way to congratulate the Houston Marathon runners than to offer 1-week of free yoga with our client, Revolution Studio?! Revolution Studio’s social media and public relations campaign, “Free Yoga For Marathon Runners,” targeted Houston Marathon runners, offering free yoga for one week at any Revolution Studio location. Who wouldn’t want to stretch it out (for free) after a 26.2 mile run?
It didn’t matter whether runners ran or walked their way across the Houston Marathon or Half Marathon finish line, as long as they had their bib to prove it, Revolution rewarded them.
Throughout the ‘Free Yoga for Marathon Runners’ campaign, the Integrate team proactively pitched the campaign to local media outlets, promoted the campaign through the business’ e-mail newsletter and promoted the special through Facebook and Instagram ads and social media posts. All of our hard work resulted in coverage from the Houston Chronicle online, inclusion in KTRK’s (ABC) “Free Stuff Friday” segment, and an in-studio KRIV (FOX) segment. In addition, we reached out to local bloggers with relevant information, that, in turn, led to mentions in blogs such as The Healthy Houdat and Houston yogi and runner blog, LoveLindseyLu.com. Together, the media and blog coverage resulted in more than 10 million impressions.
In the weeks leading up to the Houston Marathon, our team monitored marathon conversations on Twitter, Facebook and Instagram. By doing this, we were able to keep the conversations going with our targeted audience and connect with runners that would be eligible for this offer from Revolution Studio.
Additionally, through our social media efforts, we ran Facebook Ads from January 11- January 31 and through these ads, successfully reached 28,270 users, producing 355 website clicks, 40 shares, 223 likes and 90 comments on the ad post. Our Instagram Ads reached 45,875 users, produced 106 website clicks, resulted in 581 likes and received 35 comments. As one of the top performing tweets in January, our tweet about the marathon runners’ special offered at Revolution Studio potentially reached 27,214 users and gained 2,102 impressions.
The results from this public relations and social media campaign became the highest contributor of PR and social media referrals from Integrate’s efforts to the Revolution website to date. Now that is something to brag about!
We always walk away from campaigns with new knowledge and this campaign was no different. Our team found that, as expected, although both Facebook and Instagram ads performed well, Facebook ads generated significantly more clicks to the website, whereas Instagram generated more impressions, likes and contributed to account growth. We weren’t surprised to see this trend, as users are more inclined to click on links on Facebook than they are on Instagram. Knowledge is power, though, and we can’t wait to put this additional brain power to work! Overall, our client was thrilled with the results, and we hope Houston’s Marathon runners enjoyed their free yoga sessions, as well!