156 Likes, 4 Comments - Zappos Running (@zappos_running) on Instagram: "Running is my 'me' time, where I can plug my headphones in and sort through whatever thoughts I..."
314 Likes, 7 Comments - Zappos Running (@zappos_running) on Instagram: "Who says you need to run to enjoy running gear? Fuel your lifestyle with looks like this one from..."
300 Likes, 17 Comments - Zappos Running (@zappos_running) on Instagram: "Friends don't let friends run alone. Show yours some love by tagging your #runsquad. 🏃♀️🏃♂️ . ...."
177 Likes, 4 Comments - Zappos Running (@zappos_running) on Instagram: "Energy + Willpower = Trail Running . . . #zapposrunning #beastmode #goalsetting #instarunners #nike..."
Problem
While the Zappos parent brand is known for being customer-obsessed, its product-focused @zappos_running social account wasn’t connecting with its female runner audience.
Insight
Any insight that resonates with all 32 million female runners is bound to be generic… So instead of going that route, we used a combination of social listening and one-on-one interviews to identify six different motivations behind why the majority of female runners run. Spoiler: it has nothing to do with the type of shoes they’re wearing.
Solution
Make @zappos_running a fun and motivational destination for the six sub-groups that make up female runners. Use targeted content series to connect with each sub-group more directly, show we “get” them and celebrate why they run.
Results
The @Zappos_Running sub-group targeted approach helped fuel a 9% sales increase within 6 months of introducing the new social strategy, with content consistently shattering the industry engagement rate with an average over 8.5%, and the average post reaching over 5,500 runners… organically.
Team
Consulting Strategy Director: Yours Truly
Account Director: Michelle Borgese
Executive Creative Director: Toni Smith