Case Study: Every Woman’s Marathon & The Rookie Route
MilkPEP & Every Woman’s Marathon
The Rookie Route 2024 series trailer
As part of the Social First team at GALE, I had the opportunity to work with our client MilkPEP to reposition dairy milk in the cultural zeitgeist as a sports performance and recovery beverage.
We produced IRL activations at several Abbott World Marathon Majors, including the New York City Marathon and Chicago Marathon, before the team’s attention turned to an even bigger challenge: producing Every Woman’s Marathon, an inclusive, beginner-friendly race for women, by women in Savannah, Georgia in November of 2024.
In its inaugural year, the race sold out with 7,200 registrants — incredibly, 42% of whom were first-time marathoners!
The Rookie Route
To encourage registration and provide support for our newbie runner audience, I produced a social first video series “The Rookie Route” that followed six creators on their training journey to Every Woman’s Marathon as first-time marathoners. The series yielded 20K+ organic engagements, 630K+ organic views and impressions and 3.80% average engagement rate. The runners’ journeys received positive sentiment on social and were even featured in media outlets like Essence and Business Insider.
Abi Ayres is a lifestyle creator and mother of two in Utah with a one-of-a-kind sense of humor.
Demitra Carter was an NCAA DI sprinter at Baylor, but conquering the marathon distance presented a new type of challenge.
Joice Barnard is a retiree in Savannah, Georgia, training for her first marathon since getting a hip replacement.
Trisha Bates is an urban farmer and entrepreneur in Austin, Texas, balancing marathon training with raising her blended family.
Kim Rodriguez is a physical therapist in Virginia whose online community Latinas Running elevates Latina runners and keeps her motivated.
Sisi Berry is a wine professional by day and musician by night, training for her first marathon in conjunction with releasing her first album.
Positive sentiment on social media to The Rookie Route series.