Shokz
•
LA MARATHON CAMPAIGN
Shokz is an open-ear audio brand known for its bone-conduction technology, which prioritizes situational awareness during movement. A community-led activation repositioning shokz as the native audio solution for group running. By synchronizing 5k runs with shared playlists, the campaign reframed product marketing as a live trial experience rather than a traditional ad. I architected the end-to-end strategy and asset ecosystem, mapping every touchpoint to behavioral objectives to drive peer-validated conversion.
Timeline
2025
Deliverables
Strategic Memo Event Website Newsletter Designs Promotional Video Feature Article
Role
Brand Strategy
Type
Personal Project
Challenge
Group running has become the dominant structure for serious runners in urban markets, especially during Marathon Week. Yet when it comes to audio, runners face a tradeoff: in-ear headphones isolate them from their surroundings and from each other, while running without audio removes pacing and motivation altogether. Despite Shokz offering a clear functional solution, most runners were unaware that open-ear audio could work in a real group-running context.
Run Club Activations
Community-led shakeouts embed Shokz directly into the group running experience during Marathon Week, where easy-paced 5Ks encourage conversation, awareness, and a shared rhythm.
Runners experience open-ear audio in context, hearing music while staying connected to their surroundings and each other, making the functional advantage immediately tangible.
Post-run coffee socials extend this moment, providing a relaxed setting for hands-on demos while motivation and curiosity are highest.
Event Landing Page
Building anticipation and early involvement. Primarily through playlist contributions, which shifts consumers from passive observers to invested participants. Early engagement creates emotional buy-in, increases anticipation, and makes runners more likely to show up once the event goes live.
Social Media Push
Details about Run Club Activations and product Demo experience push out through social media
Email Camaigns
Three Email campaigns sent out during different touch points
Newsletter I: Exposure
Positions Shokz as a winter training partner, supports runners through the most challenging phase of training.
Newsletter II: Activation
echoes social messaging with clearer calls to action, guides readers to the event website and playlist hub.
Newsletter III: Retention
Post-race Congratulation and purchasing nudge.