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.
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.
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.
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.
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 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.