Since 1985, John Hancock has served as the principal sponsor of the Boston Marathon. Leading up to this year’s Marathon, John Hancock wanted to extend its sponsorship online to further bring to life this year’s theme of connectivity.
Connectivity was the launching point for the campaign. We discovered a sense of connectivity existed not only between the runners and the Boston Athletic Association but between the runners, friends, families and the City of Boston. The Boston Marathon held significant meaning to all those involved. Our job was to determine how to bring the theme of connectivity to life on a tight budget that maximized visibility of the sponsorship and fundraising efforts.
STRATEGY: CREATE A CONTENT HUB TO DRIVE CONVERSATION
Knowing that each individual who felt connected to the marathon had a unique story about the Boston Marathon, we created an anthem for sharing these stories ‘ #WeRunTogether. #WeRunTogether was a cross channel campaign supported by paid social across Facebook, Twitter and YouTube. We worked with John Hancock to create custom content with the CTA to submit to the Mosaic at jhextramile.com/weruntogether.
THE #WERUNTOGETHER CAMPAIGN
The #WeRunTogether mosaic encouraged the Marathon community ‘ runners, fans, volunteers, and non-profits ‘ to share their reasons for participating in the Boston Marathon in the form of videos, photos and/or text. All content was aggregated into the mosaic visualization ‘representing the connectivity of the extended Boston Marathon community. The mosaics appeared online and on screens throughout the city of Boston during the Marathon. For each Mosaic submission, John Hancock donated $1 to the One Fund.
We strategically leveraged paid social to hyper-target people associated with the Boston Marathon in addition to targeting individuals with ties to the financial services category who also expressed interest in running.
Lastly, AMP worked with John Hancock to create a suite of eCards featuring the ‘We Run Together’? theme housed at www.OpenMe.com/bostonmarathon in order to further digital reach and provide another forum for individuals to support the Marathon community.
The socially-driven campaign enabled the huge Marathon community to share their personal connection to the City of Boston and the Boston Marathon while supporting John Hancock’s fundraising efforts.
By creating a shared space for conversations around the race, John Hancock was able to show its commitment and support for the Boston Marathon, drive national awareness of their sponsorship and promote their non-profit fundraising partnership with CrowdRise. John Hancock raised over $28+ million.
Affinity-based targeting via paid social played a significant role in driving awareness of #WeRunTogether and ultimately engagement with the Mosaic ‘ with 33,230 stories submitted.
Over the course of 4 weeks, the #WeRunTogether hashtag was used more than 42,000 times across social channels and the #WeRunTogether hashtag was a trending topic nationally on Twitter on Marathon Monday. The White House even used the hashtag. #success