Campaign Overview

Runna launched four new running plans designed to support individuals at every stage of their running journey, from beginners taking their first steps to experienced runners working towards new goals. The objective was to increase awareness of the new plans while driving sign-ups through relatable creator-led content.

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The Challenge

Rather than targeting an audience already immersed in the running community, the challenge was demonstrating how the platform could fit into a variety of lifestyles and schedules. The campaign needed to show that structured training could be accessible, flexible and achievable for everyday individuals, regardless of experience level.

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The Approach

Instead of partnering with a traditional running creator, TYC identified a lifestyle-focused creator who was actively working towards a personal running goal. This created a more relatable narrative for viewers while showcasing how Runna's plans could be integrated into an existing routine.

The partnership included two YouTube integrations across a two-month campaign. To strengthen the message, the second integration introduced additional touchpoints within the content, allowing the product to feel more naturally embedded throughout the creator's journey while reinforcing the value of the platform.

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TYC's Role

• Creator Sourcing
• Creator Outreach
• Partnership Negotiations
• Contract Management
• Campaign Coordination
• Creative Support
• Relationship Management

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Outcome

The campaign successfully introduced Runna's new training plans through content that felt authentic, achievable and relevant to a broad audience. By focusing on lifestyle alignment rather than niche expertise, the partnership demonstrated how the platform could support individuals with different goals, schedules and levels of experience while maintaining a natural fit within the creator's content.