Putting Polar’s best foot forward

The Challenge

Polar, a market-leading wearable sports and heart rate technology brand, wanted to partner with a media publication for the launch of its Vantage M2 wearable sports watch. The challenge was to orchestrate a streamlined partnership for the Vantage M2 launch, with the goal of aligning Polar as a 24/7 running and lifestyle companion, focusing on recovery and the holistic experience, generating greater exposure and brand loyalty for Polar with a committed running audience and increasing engagement and visibility amongst female customers.   With vast experience in media partnerships, ADPR led the way with forming ideas into targeted outreach to select female-focused, running-specific media titles to partner with, all whilst keeping within budget. Integral at this initial stage was ensuring the perfect media match. Aligning with the key objectives of introducing new product features and showcasing real-life use of them, capturing leads from registrations to increase database entrants, driving consumers to Shoppolar, and creating engaging content for Polar’s own channels.

The Solution

ADPR made the strategic recommendation for Polar to team up with the leading fitness magazine, Women’s Running. The partnership negotiated included the undertaking of a competition via the Women’s Running website, social media channels (across Facebook, Instagram & Twitter) and the Women’s Running Run Club to win a Polar Vantage M2 and online marathon training (for an October marathon event) with Polar’s running coaches. Prizes included everything required to become ‘event ready’ for a full marathon: A Polar Vantage M2, a Polar branded technical top, personalised training and recovery plans, a pair of Saucony Ride 14 running shoes, product training, 1-2-1 virtual coaching advice, webinars with Running With Us, and a virtual guest session with a Polar ambassador.

 

Timelines were planned to coincide with the 2021 London Marathon (held on the 4th October) and the 2021 Manchester Marathon (10th October). The ten winners selected by Women’s Running were a mix of beginners and more experienced runners, with Polar receiving all data from opted-in applicants, which were incentivised via a Shoppolar offer. With a great selection of winners, the prizes were delivered, coinciding with a range of content positioned across digital, print, broadcast, and social channels appealing to Women’s Running’s targeted audience. The content was produced using Polar’s running and coaching ambassadors including Nick Anderson, Eilish McColgan, and Rachel Cullen.

The Results

The results of the partnership included a wide range of engaging and targeted pieces of content shared on multiple platforms, including monthly online articles posted to the Women’s Running website, in print and shared on social media channels, following the ten lucky winners on their journey utilising the Vantage M2 and coaching by Polar ambassador and Head of Endurance, Nick Anderson focusing on either training, recovery, sleep or another relevant feature of the Vantage M2. Content also included a two-page print feature with Polar ambassador and Olympic runner, Eilish McColgan and Rachel Cullen, as well as orchestrating Instagram lives and podcast episodes via Women’s Running’s platforms with relevant Polar experts and ambassadors. The winners were given bespoke training plans to assist them, alongside the data provided from their innovative Vantage M2 watches. In the lead up to the marathon dates, the winners posted regularly via their own channels with the campaign hashtag #comebackstronger on social media, as well as providing content for every feature. The ten winners engaged throughout the competition, with great improvement of performance experienced from the start of the competition to their successes on marathon day. The content created went above and beyond the initial expectations contracted in the partnership, increasing the return on investment for Polar, as well as achieving all key performance indicators set in the objectives.