Improving campaign performance using purpose marketing: Case study of Run For The Oceans

Christoph Kullnig, Anja Obermüller and Katherine Aichhorn
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Christoph Kullnig: Marketing, Runtastic
Anja Obermüller: Product Marketing, Runtastic
Katherine Aichhorn: Runtastic Pluskaufstraße 7

Journal of Brand Strategy, 2020, vol. 9, issue 1, 7-17

Abstract: The importance of purpose-driven marketing has risen to new heights in the last few years. At Runtastic we did not simply want to follow a trend, but rather to play a pivotal role in shaping what such marketing looked like and what level of impact it could have. Building on our past effort into our annual Run For The Oceans campaign, we aimed to give this campaign and its essential cause — raising awareness of the marine plastic pollution crisis — an unprecedented level of importance in terms of our purpose marketing efforts, striving to create an impact far greater than we ever imagined possible. This paper outlines where we began, what measures we took to increase our scale and reach and how the outcome exceeded our wildest expectations. It is a study of the degree to which purpose marketing and corporate social responsibility matter to consumers in this day and age and how user engagement can be greatly improved by recognising the value consumers/users place on such topics.

Keywords: purpose marketing; mobile marketing; app store optimisation; sustainability; corporate social responsibility; user engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:1:p:7-17

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