The brief 

Cook came to us with a simple question, "how can we make social as commercially effective as our email newsletter?". Having dipped their toes into paid social they were looking to partner with an agency to develop help establish a "test & learn" campaign from which to establish a performance baseline and begin to project revenue forecasts.

Work type: 

Paid Social Advertising

 The strategy 

Bridge & Tunnel were briefed to develop a social media content strategy that amplified the campaign story of the huge physical effort in the 120 days preceding the London Marathon.


With the objective of increasing brand affinity and establishing greater authority and trust amongst this highly targeted audience, our content was optimised for engagement & consideration with commercial opportunities woven in where we were able to drive more chances for conversion. ​

Audience Insight

Tapping into insights around how runners plan their Marathon training and leveraging key moments in the running calendar we developed a multi-channel content and engagement plan designed to demonstrate New Balance’s commitment to providing valuable training support to all runners. For 120 days we followed the journeys of the running community on Instagram and initiated a community engagement program that saw us start conversations with over 800 UK runners. ​


We worked with the campaign’s five ambassadors to create a weekly series that shared key moments and milestones during their training journey. This episodic content was distributed through Instagram stories, reaching our most engaged audience with (close to) real-time and relevant content that felt contextually relevant to the platform format.


Our social coach series, hosted by Team NB athletes and coaches, gave the brand an opportunity to share valuable training advice through recognised, professional figures. We designed the series to be as easily accessible as possible and to provide runners unable to attend London training events to get expert running advice. Using the Q&A functionality on Instagram Stories we opened up direct and immediate channels of conversation between the consumer and the brand.

 The work 


 The Results 


social media impressions - up 400% YoY


social media interactions - up 500% YoY


new Instagram followers


organic website sessions interactions - up 500% YoY


content saves and


What they said

"Bridge and Tunnel were a huge support on our ‘120 Days’ marketing campaign for the 2019 Virgin Money London Marathon. They approached the project with enthusiasm, creativity and focus and continued this momentum throughout. They developed and executed a social plan that incorporated key campaign visuals alongside UGC to engage and grow our New Balance community by over 40%- a result myself and the rest of the team were delighted with. They are always a pleasure to work with!"

Harriet Smith

Marketing Manager, New Balance


Ace & Tate - Social Strategy