Vhi, Ireland’s leading health insurer with one million customers, has been the title sponsor of The Women’s Mini Marathon (WMM) since 2014. It’s a female-only annual 10km event, the largest female event of its kind in the world with over 30,000 participants every year.
Vhi’s objective is to drive relevance with a younger female audience and to inspire people to discover their healthiest self.
The 2020 event was launched before COVID-19 reached Ireland. The event was postponed but Vhi and WMM created the Vhi Virtual Women’s Mini Marathon – a virtual 10K between 1st & 10th October. “10k your way” is how it was positioned. 10,000 participants would be deemed a success.
Vhi developed an ambassador strategy to engage females with five ambassadors nominating charities, highlighting their stories and how to participate through media engagements and social channels.
The campaign included:
– Media launch – engaging news, lifestyle and health media
– Ambassador social content campaign: training plans, Instagram Q&A’s & race week activity
– Participants received a t-shirt and medal
– Vhi customers received free entry
– Creating a statue representing participants at the Lord Mayor of Dublin’s residence. The Lord Mayor participated in the launch photocall & media activity
The phenomenal results demonstrate how to overcome COVID-19 challenges, creating something truly special.
Results highlights:
– 22,428 participants, 124% higher than targeted
– €1,000,000 raised for charity when fundraising is severely impacted
– 67 pieces of media coverage, valued at €300,000
– 1,572,000 Total Impressions and 1,424,000 Total Reach from Ambassador Social posts
