#WorldWaterRun

The #WorldWaterRun was a global activation for World Water Day for long term client, Mina Guli and her Foundation, Thirst. The campaign ran for a week and concluded on World Water Day, 22 March 2021.

My responsibilities as Campaign Director included: campaign strategy, team management, all social media & copywriting, paid social media; email marking and building and designing the landing page.

The campaign’s objective was to continue building Mina’s global community of runners and water activists. Here is a short summary of the results:

Total sign-ups: 19,000 (15,060 unique signups). The KPI was 6,000, so we delivered 2.6x on the target.
Unique KMs run: 335,657km. The KPI was 40,075km; the distance equal to the circumference of the earth. The campaign delivered 8.3x on target.
Runners from 132 countries participated (incl South Sudan, Vatican,
Impressions: 294 million. The target was 50 million and the campaign exceeded the goal by 6x.
Ave value: US$3.38 million - as evaluated by Brand24.

I used the “Numberator”; a marketing automation tool that I’ve designed and built with my partner, to ensure that:

Everyone was sent a personalised email with a race number upon signing up
Personalised tweets from Mina to runners with their race bib, as they signed up,
Certificates of participation were sent to every runner with a personal note of thanks.

The feedback and content from the campaign was extraordinary. Photos from all over the world flooded in and it was particularly special to see so many kids, families, schools and people of all ages and ALL corners of the world, getting involved.