Due to the coronavirus (COVID-19) pandemic, in-person events around the world were cancelled and postponed. The same fate befell Mark Pollock Trust and Collaborative Cures annual event and main source of donations: Run in the Dark.
To ensure the event could still find success and garner donations, the team decided to create a virtual experience in lieu of in-person. They teamed up with four major fitness personalities to create a virtual team challenge to drive participation and a sense of team spirit as the community set out to run separately. Throughout the campaign, Run in the Dark ran ads with each of the team leads on Facebook and Instagram, using feed, story and poll ads.
According to Mark Pollock Trust and Collaborative Cures, the campaign resulted in 17,000+ registered runners from across seven continents, raising close to 1M euros through sign up fees and sponsorships. The campaign drove 33.1 percentage point (pp) increase in ad recall, 3.3 pp increase in brand awareness and 2.6 pp increase in action intent with the question “How likely are you to take part in Run in the Dark?”.