The goal
The running boom offers enormous potential – but awareness alone isn’t enough. Zalando wanted to further expand its brand awareness in the running sector, inspire people interested in running, and motivate them to purchase. The task: Strengthen connections to the running community in four key European markets and establish Zalando right where purchasing decisions are made – in the midst of the excitement generated by the sport.
The idea
Instead of talking about products, we tell stories about people. Inspired by Zalando’s “Why Do You Run?” campaign, we put runners’ personal stories front and center. Together with Hearst Global Solutions, Runner’s World, and local editorial teams, we create an editorial platform for motivation, tips on finding the right running gear, emotions, and the special moments associated with the BMW Berlin Marathon. From the first kilometers of training to the finish line, we craft a European story on the fascination of running – authentically told, and rooted in local communities.
The foundation: branded content articles
Authentic stories by runners are the heart of the campaign. In Germany, France, Italy and the Netherlands, they share their reasons for running, their marathon training, and the emotions surrounding the big day.
The lever: local relevance
Each market receives its own editorial content and local perspectives. Not a standard international campaign, but rather a series of stories tailored to their respective communities, both culturally and linguistically.
The result
The campaign was successful because it framed running as a culture, not just a sport. Instead of traditional product messaging, it focused on real people, personal motivation, and the unique atmosphere of the BMW Berlin Marathon.
The numbers impressively confirm this approach. Across both campaign phases, this collaboration reached more than 4.4 million people, generated 69,858 content clicks, and achieved an average article CTR of 4.08 percent – significantly above the benchmark of 1.27 percent. The fulfillment rate for article KPIs was 104 percent; for social KPIs, it was even higher: 133 percent. This success clearly demonstrates that, in a multi-market campaign, localized content and a market-specific message are crucial for achieving strong impact across diverse markets.
