PYNRS 2024 Boston Marathon Pop Up
The Challenge
For PYNRS' pop-up during the 2024 Boston Marathon, I was tasked with developing a social media strategy that reflected the brand's voice, rooted in run culture. The focus was on Instagram, where the content needed to resonate with the running community and capture the excitement of the marathon. I aimed to ensure that all posts were engaging, on-brand, and aligned with PYNRS' unique voice.
Expertise Provided
Creative Copywriting and Content Strategy
Digital and Social Media Strategy and Execution
Multicultural Marketing
The Solution
Leveraging PYNRS' strong brand voice, impactful visuals, and partnership with Marathon Sports, along with a well-planned event schedule featuring Run Crews from around the world, I identified key high-traffic moments throughout the week. I developed a detailed content calendar and set clear goals and objectives for the weekend's social media activities. I crafted targeted copy to guide the posting schedule and collaborated with popular on-site photographers to ensure high-quality imagery.
The Results
This approach led to a 6% increase in follower growth and an engagement rate of 3.5%, surpassing the 1.5% benchmark by 2 percentage points.