A flying start to the running season with Saucony’s top shoes

CLIENT

YEAR

SCOPE

Saucony

2023

Events, Influencers,


Saucony, a globally known and respected running brand, aims to increase brand awareness in Finland. Together with Saucony, Mellakka organised the opening event of the running season to introduce the brand’s new top-of-the-range collection and celebrate the 125-year history of the brand.

sauconymellakka

Saucony, the world’s oldest running brand, has gained great popularity around the world, but in Finland the brand is still relatively unknown to consumers. Together with Saucony, Mellakka organised an event to kick off the running season and promote the brand among consumers and running enthusiasts.

Influencers and journalists interested in running and well-being were invited to the event. The programme included a training session on running technique led by coaches, followed by a fun running competition. After the workout, participants had the chance to take a sauna, swim and hear expert tips on holistic wellbeing.

The programme received high praise for both its content and atmosphere. The top shoes were a hit with the participants, and were chosen by many to be worn on the jogging trail even after the event.

The event’s publications reached a total of almost 400 000 pairs of eyes, spreading the Saucony message to Finnish consumers in time for the running season.

The event generated numerous contacts and enquiries about shoes and collaboration opportunities, even from influencers who were unable to attend. The event succeeded in generating a lot of positive interest in the brand and showed that there is a lot of demand in the market. The event gave Saucony’s conquest of Finland a flying start.

Highlights

  1. 67 print and online media spots with a potential coverage of 4.7 million
  2. Media value of digital news media €481 000
  3. Plus several radio and TV interviews
  4. A moment of silence on around 20 radio stations
  5. More than 3,000 somemails with a potential reach of 6.8 million
  6. FB event: 9 800 participants, potential reach 300 000
Communications and media relations, Events, Influencers
Biggest and most beautiful festival in Finland through persistent work
Communications and media relations, Events, Social media and content production
Social media campaign generates record audience for Tuska Festival
Communications and media relations, Influencers, Social media and content production
A new way to talk about political issues – humour
Communications and media relations, Events, Influencers
Beyond Retro’s plan to conquer Finland breaks all-time sales record
Influencers, Strategic planning
Combination of podcast production and influencer marketing blows up Myyrmanni documentary
Events
Sinebrychoff’s festival tour has the scale of a stadium-class band
Events, Influencers
Brand activations brought Finland’s most famous bear to the people
Communications and media relations, Events, Influencers
In honour of the power of stories – Storytel Awards Gala
Events
VR state railway celebrates 160 years – events look to the future!
Consulting and coaching, Events, Influencers
Pink ribbon message out through influencers – record results speak for themselves
Communications and media relations, Events, Influencers
Helsinki Biennial gains media visibility virtually in Finland and abroad
Communications and media relations, Events, Influencers
UNITY Talks – how to arouse the interest of a B2B target group?
Communications and media relations, Influencers, Social media and content production
Fundraising event of the year raises over a million euros towards crisis assistance for young people
Events, Influencers
Total takeover of social media makes Nelly.com known overnight
Communications and media relations, Events, Influencers
Savonlinna Opera Festival – how to convey the magic to a new target audience?