Woman2Warrior 2016

Produced by the British Columbia Lions Society for Children with Disabilities, Woman2Warrior is Vancouver’s only all-women charity obstacle adventure race, raising funds to benefit Easter Seals camps in British Columbia & Yukon. A five-kilometre run featuring 12 obstacles that get participants to tackle grass, track and trail, the event challenges contestants to step out of their comfort zone, try something new and have fun, while helping to send over 800 kids and young adults with disabilities to a week-long camping experience at one of three Easter Seals accessible camps.

With Woman2Warrior returning for its fourth year running (and with the emergence of other like-minded events in the Greater Vancouver area), the BC Lions Society knew that it was of the utmost importance to maintain the level of awareness, buzz, and social proof that Reformation had earned for the event since 2014. The goal was to generate media coverage, open up new and interesting story angles, and create social engagement to drive participant sign-ups and donations for the cause.
57M

impressions

$125K+

worth of editorial secured

$90K

raised for the cause


Woman2Warrior Run

The Reformation

Having partnered with Woman2Warrior for three years running, we knew that our strategy for 2016 would need to maintain everything we had done right in previous years, while finding new and intriguing angles for media and influencers alike.

Social Media Marketing

With a relatively modest social following, and a key target market of women ages 18-49, we knew that our first opportunity would be to build the event’s follower base and engagement on Instagram and Facebook. We first worked to develop a series of social pillars for implementation across all platforms, focusing on motivational messaging, activewear, health and wellness, and fitness tips, then engaged in a program of both organic and paid follower-building, actively doubling the event’s Instagram follower base.

Media Relations

We announced open registration for Woman2Warrior through a press release and branded media kit, which we distributed to targeted print, online, and broadcast media in and around Greater Vancouver. The release included a special promo code for potential participants to receive 50% off the event registration fee, and also served as the basis for a public service announcement/event listing distributed to a lengthy list of local publications.

Influencer Management

In order to really drive our social media strategy and push a new media angle, we knew the perfect play would be to partner with a local female influencer who shared a genuine interest in health and wellness. We tapped Vancouver-based television personality and lifestyle expert Natalie Langston to participate in a photo shoot with Allison Kuhl Photography, capturing her favourite fitness tips at the event venue: Swangard Stadium. From there, the finished photos were used on Woman2Warrior’s social media feeds, regrammed through Natalie’s personal Instagram, and served as imagery for fitness-related interviews and stories in various publications, who spoke to Natalie as an official event ambassador.

Brand Amplification

Since we had already received terrific coverage from multiple print and online publications for past Woman2Warrior events, we wanted to incentivize key online publications to offer us coverage for a second or third time. To do this, we crafted a series of ‘Ultimate Warrior Kits,’ chock-full of event-appropriate goodies including a custom women’s t-shirt, fresh-pressed juice from Glory Juice, class passes from The Dailey Method, gift cards from Subway, Clif bars, and an IMPACT magazine. From there, we arranged giveaways with key outlets including Vitamin Daily, 604 Now, Inside Vancouver, as well as our event ambassador, Natalie Langston.

The Result

The exposure for Woman2Warrior was everything we hoped it would be: it exceeded the amount editorial that we had secured in past years, while significantly growing the event’s social media following and engagement. More than 220 women participated in the event, which raised almost $100K for Easter Seals BC, and received more than 200+ media and social hits, including coverage from Global BC, The Vancouver Sun, The Province, Vancity Buzz, BC Living, and many other key outlets.

“Reformation will bring your brand to life! They are current, fresh, and always over-deliver. Woman2Warrior has seen more than a 200% increase in its media coverage and social following as a result of working with Reformation and we couldn’t be happier. I would highly recommend them to anyone looking to hire a professional team that will showcase your brand in ways you never imagined.”

Amy Kleckner, Event Manager, Easter Seals BC