Hungry Digital
A Social-First Creative Agency
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adidas AR Reboost

AR (adidas Runners) is a running community led by running enthusiasts around the world in more than 50 cities. The AR Hong Kong just turned one and a half years in 2019.

To celebrate its commitment to AR members, adidas Hong Kong launched the "Running Is..." thematic video, featuring some of the long-time supporters of the AR Hong Kong community.

The task of the IG Stories is to sustain the conversation among the AR running communities continuously. The IG Stories also acts as a timely reminder of many AR running events to the targeted audience.

To champion the AR running team captains who are also the long-time supporters of the community, the campaign features tailor-made IG stories showcasing these individuals. This bottom-up approach not only facilitates the brand engagement within the team but also demonstrates strong respect to the AR brand loyalists.

The goal of the campaign is to cultivate local runners through social media. In addition to the thematic video, the campaign also features multiple versions (over thirty) of IG stories to connect with their millennial runners, who are active on Instagram.

Online Video | IG Story | Social Content | Social Media Strategy

Champion the brand loyalists

AR (adidas Runners) is a running community led by running enthusiasts around the world in more than 50 cities.

The AR Hong Kong was approaching its 2nd anniversary in Q1 2019.

To celebrate its commitment to the AR members, adidas Hong Kong launched the "Running Is..." thematic video. The campaign featured some of the long-time supporters of the AR Hong Kong community.

Over 30 IG Stories to extend the storytelling

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In addition to a thematic video, the campaign complemented with over thirty IG stories to spread across social media platform.

The IG stories kept the conversation going within and beyond in the AR running communities. They also acted as a timely reminder of numerous AR running events to the targeted audience.

IG Story Showcase Video

To champion the AR running team captains who are also the long-time supporters of the community, the campaign created tailor-made IG stories showcasing these exceptional individuals.

This bottom-up marketing approach not only facilitated the brand engagement within the AR team but also demonstrated the respect from the brand to its loyalists.