NBRC Launch

New Balance Run Club (NBRC) is a community-driven initiative by New Balance, designed to create an inclusive platform for runners of all levels. By combining fitness advocacy with a strong community-building approach, NBRC aims to make running accessible, engaging, and inspiring for both seasoned athletes and newcomers.

The project focused on launching and establishing NBRC as a leading running community through a well-defined social media strategy. The goal was to build anticipation, drive engagement, and foster long-term community growth by leveraging brand storytelling, participant experiences, and educational content.

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The social media launch was executed in three phases—pre-launch, launch, and ongoing engagement—on Instagram from December 2024 to February 2025. Pre-launch efforts focused on creating a strong brand presence, building anticipation, and driving awareness. The launch phase featured live coverage, participant spotlights, and behind-the-scenes content to generate excitement. Post-launch, a consistent content strategy was implemented, highlighting community stories, running tips, and user-generated content to sustain engagement. The campaign was further supported by branded event collaterals, including standees, hydration stations, T-shirts, India flags along the run route, post-run snack boxes, and a branded campaign backdrop.

Result

Engagement Rate: 10%

Follower Growth: 1,000+ new followers

Reach: Significant increase through ad boosting