Brooks Running Evergreen Influencer Program Management
Program Strategy
Influencer Research, Negotiation, Management
Event Coordination
Overview
In 2021, Brooks brought on BibRave to develop and launch their evergreen paid Influencer program. Since then BibRave has managed and cultivated these individual partnerships and relationships, including talent like Chari Hawkins, Ilona Maher, Jahdy P, Ashton Hall, and more. As Brooks’ Influencer evolved with the landscape, BibRave also led restructuring the program, from building annual strategy to managing day-to-day comms.
Concept
Foster long-term relationships with Influencers who are deeply passionate about the run and values that connect to Brooks’ People & Planet mission. Through BibRave’s extensive experience fostering community, we were able to deepen the Influencer’s connections to each other and the brand, and ultimately create a core group of Influencers for the brand to leverage for photoshoots, appearances, digital campaign support, and ongoing organic social content.
BibRave’s Role:
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Build and refine year-to-year strategy
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Research, vet, negotiate new and existing partnerships
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Manage relationships with each Influencer
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Manage and track deliverables and provide monthly reporting
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Lead campaign briefing and event/appearance coordination
Results
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From 2021 to 2024, the program size grew 50%, program impressions impressions grew 157%
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Influencers were consistently tapped for incremental activations due to their quality and the impact. These departments include: Events, PR, Organic/Paid Social, and more.