Jaybird earphones are designed for fitness enthusiasts, and specifically for runners. All models are sweat-proof, sound great and, most importantly, fit so securely that they never fall out when running.
They wanted to engage the huge online running community in an authentic way, building brand awareness and advocacy for Jaybird amongst this audience. We created Jaybird Runners, a single holistic approach to influencer relations for Jaybird in the UK tapping into the enthusiasm of real running influencers and making them evangelists for the Jaybird brand.
Working on an earned basis, we hand-picked emerging Instagrammers and brought them together to create a community of like-minded micro-influencers who share their running experiences with each other and their collective following.
The Jaybird Runners were supplied with Jaybird earphones and branded training gear in exchange for posting regular, earned Instagram posts and Stories about their training and how they use their Jaybird earphones.
We tap into their passion by creating activations, competitions, sponsorships and seeding product to ensure Jaybird is an essential part of their running life, both online and offline.
Over 1,000 earned posts using our hashtag #JaybirdRunners in first six months
Jaybird Runners community has a combined reach of over 145,000
Frequent use of #JaybirdRunners outside of our 12 influencers, showing a clear awareness of the programme
Content continues to flow in on a daily basis