Income Eco Run

#ZeroWaste Run Event
*Account managed under Meet Isaac Pte Ltd

Year

2019

Challenge

To increase race sign-up rates and strengthen Income Eco Run’s branding as South East Asia’s premier eco-run, championing the #ZeroWaste movement.

Approach

How can we get more people to believe in Income Eco Run's core messaging and sign up for the run?

Previously, Income Eco Run's socials relied heavily on vector images with little lifestyle content.

Since people relate best to real stories from within their community, this was the approach we chose to move forward with for Income Eco Run's socials.

Result

Coupled with a rework of the media budget strategy for Facebook ad placements, we managed...

+89%

in race registrations
(from Facebook ads alone)

+109%

in engagements

+213%

in reach

Social Content

Increased community involvement was a central theme for Income Eco Run's Facebook socials in 2019.

By taking on a more lifestyle approach to Income Eco Run's socials, we worked closely with local running and eco-influencers to share their individual stories and efforts in building a #ZeroWaste future together.

We wanted to give a voice to the people - especially to locals who were actively involved in eco #ZeroWaste efforts - to strengthen IER's "running towards a #ZeroWaste future" branding message and promote an eco-conscious lifestyle to the masses.

Get smart, and go green! 🌿 This year, we’re packing all your race day essentials for the Income Eco Run in our all-new smart eco-bag! 💡 Use it two ways: Tote it, or backpack it! Easy, convenient and reusable, it’s the perfect companion for all your daily needs. Grab your running kakis and come race with us towards #ZeroWaste! Sign up for the Income Eco Run here today: https://IncomeEcoRun.sg #IncomeEcoRun #ZeroWaste

WHY I JOIN #INCOMEECORUN Why just run when you can run for a good cause? Jennifer has signed up for the Income Eco Run and is ready to race towards a #ZeroWaste future with us. ====================== An environmentally-conscious person at heart, Jennifer makes the effort to recycle her items as much as possible. She loves the unique eco-initiatives that Income Eco Run has put in place, and supports them by signing up as a #ZeroWaste runner, which means she opts out of receiving her finisher t-shirt and medal. Running is a big part of her life, and she‘s running the Income Eco Run this year to help raise awareness for a greener environment to the public. ====================== Come champion the #ZeroWaste movement at the Income Eco Run, happening on 28th April here: https://IncomeEcoRun.sg/

Introducing #NoStrawDecember! Join us on our journey towards a #ZeroWaste future as we take steps towards reducing the use of single use plastics by going straw free with Samantha Thain from @seastainable.co and Ang Zyn Yee from @strawfreesingapore! Passionate and driven, these young eco champs are leading the way towards a bright #ZeroWaste future! But what was the driving force behind their ambitious dreams? We’ll be interviewing these inspiring young individuals, so stay tuned to our Facebook page to find out more! #IncomeEcoRun

#AskBen Series

In collaboration with Ben Pulham from Coached (@coached), an #AskBen video series about race preparation tips were created in the lead up to race day.

Plogging Initiative

A popular movement that started in Sweden, plogging is an activity that combines jogging with picking up litter.

I proposed for Income Eco Run to incorporate this movement into their run clinics, to align it with Income Eco Run's #ZeroWaste movement and to inspire runners in our local community to be more environmentally conscious.

Facebook Ads

To boost race registrations, Facebook ads were targeted at loyal runners and a few other key groups. Countdown ads were also used to boost sign up urgency.