With the upcoming launch of its new SuperSonic Fabric, Athleta needed a campaign that would help the brand meaningfully connect with active, health-oriented women and reinforce its brand values and commitment to our planet. To do this, Athleta settled on hosting a month-long virtual race, known as “Race for the Planet.”
Athleta competes against well-established, influential brands; as a sustainability and performance driven brand, Athleta leans on its mission of corporate social responsibility to stand out in a versatile and increasingly crowded marketplace. PMG’s goal was to harness the power of community to promote the “Race for the Planet” event and bolster brand awareness and favorability.
Miles tracked
The amount we shattered our goal by
Average engagements per user
PMG’s strategy was to find a media partner that would deliver against Athleta and PMG’s specific requirements: alignment with the brand’s social purpose as well as an audience that would fit the profile of Athleta’s target consumers and enable participants to take actions that create true impact. We chose to work with Charity Miles, a socially-driven app that connects active people with charities.
The Race for the Planet campaign came to life as users were encouraged to select Athleta and its partner — The Nature Conservancy — as their charity of choice. With the app’s ability to track the number of miles each user runs, for every mile run, Athleta promised to donate $1 to the Nature Conservancy, up to 24,901 miles — representing the Earth’s circumference in miles.
PMG implemented a branded pedometer on the app home screen to encourage all app users to participate in the challenge. In addition to the Charity Miles activation, supporting media was also used to acquire new app users who, after downloading the app, would select the Athleta x The Nature Conservancy partnership as their charity of choice. The thrust of that effort was centered on video assets distributed through direct media partners and programmatic inventory against health, fitness, and lifestyle content.
