OMMA Awards 2019 Finalist: Mobile: Single Execution, App

We were delighted to be finalists in three categories at the 2019 OMMA Awards—but it was our recognition in the Mobile: Single Execution, App category that really got our hearts racing. Literally.

In 2018, running shoe innovator Saucony engaged DAC with two significant objectives: grow existing brand engagement in a challenging retail environment and boost lead generation through improved brand awareness—particularly amongst those undecided audiences who would be receptive to their products.

Following a data-driven persona development exercise, we devised, executed, and optimized the first app campaign for Saucony—a four-week running challenge named the “Saucony Fall Fifty”—by utilizing the ubiquitous GPS tracking/running mobile app Strava. It included email signups as a lead gen component and, as an incentive, offered users coupons to be redeemed in Saucony’s online store.

The result? An overperforming, industry-recognized campaign that attracted 12,219 participants and 496,018 impressions; drove a 20% lift to Saucony Canada’s email database; and led to a 105% increase in Saucony in-app run club memberships.