ADPR PR Agency | Creating & Delivering Strategic Communications

Client: Helly Hansen

The UK's toughest trail marathon

The social and online strategy that won the day for Helly Hansen's Beauty and the Beast Marathon.

The Challenge

Already a successful and well-established multi lap marathon, the Helly Hansen Beauty and the Beast was lacking the same presentation through its social media channels. The Challenge was to increase engagement across both Facebook and Twitter channels and reinforce the relationship between Beauty and the Beast and the runners.
Helly Hansen logo

"Over the last 3 years I have had the pleasure on working with the ADPR team. They have helped me considerably, aligning me with major brands and helping support me. The team are extremely responsive, proactive and a pleasure to work with, queries are dealt with immediately and the team get things done."

Jules Roberts, Ultra-runner and Helly Hansen ambassador

The Solution

Working closely with Helly Hansen’s UK marketing team, ADPR put together a year-long plan to enhance the social media offering and create an online buzz about the race, before, during and after the event in September.

ADPR’s activity included a range of effective sports public relations examples:
The creation of infographics about Beauty and the Beast – sent to selected design, creative and infographic sites.
Taking full control of the Facebook and Twitter channels.
Creating a social media content plan for 2014.
Managing competitions throughout the social media channels.
Creating news stories about the event, including new ambassadors, new retailers partners and offers.
Sourcing journalists from key running and lifestyle publications and bloggers to take part in the event.

The Results

Likes on Facebook increased by 590%, to 1,179 (Dec 2014)
Followers on Twitters increased by 150%, to 298
‘Weekly Reach’ on Facebook increased by 4,963%
‘People Engaged’ on Facebook increased by 380%
Had event participation from journalists and bloggers from lifestyle, running, fitness and outdoor sectors, with each one producing a full feature about the event.
Ensured that journalists were racing in Helly Hansen Training kit.


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