Vhi Women’s Mini Marathon is Dublin’s annual June bank holiday all-women’s 10km race. Vhi’s 2023 WMM campaign aimed to drive affinity and relevance amongst a younger target audience of women aged 25 – 45, position Vhi as a leader in participative running and ultimately encourage women to partake in the event.
We developed an integrated 12-week marketing campaign that would help Vhi achieve meaningful results, and see an increase in participation numbers, particularly amongst our target audience. We assembled a team of recognisable inspirational and relatable women, who became our ambassadors and marked the beginning the campaign with a strong PR launch, where our key messaging was utilised across media interviews, press material and social media content.
Throughout the 12 weeks our ambassadors trained for the event, documented their journeys and heavily promoted event registration in media interviews. We hosted an event with our partners in parkrun which our ambassadors attended, tying both our sponsorship properties together and we supported our community with targeted nutritional and training plans.
Vhi Women’s Mini Marathon 2023 was an incredibly successful day and this campaign delivered across the board on various objectives and KPIs. Sponsorship awareness for Vhi with the WMM increased from 49% to 51% and peaked at 63% of women with total positivity associated with Vhi & WMM increased by 4% to 48%. Participation increased by 12.5%, with 22,500 women taking part, 55% of which were in our specified target demographic, helping Vhi’s members and other participants live longer, stronger, healthier lives.
