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
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