AV Marathon
Built the campaign and brand system for a city running community, turning each race season into a full-funnel growth engine.
- Industry
- Sports Marketing
- Services
- Campaign Strategy·Brand Activation·Community Growth
Overview
AV Marathon needed a campaign system that could grow the running community, increase race registrations, and build loyalty across each race season — moving beyond one-off promotions into a repeatable growth engine.
- Campaign Strategy
- Brand Activation
- Community Growth
One system, every race-day touchpoint.
Context
AV Marathon was building a city running movement, but campaign execution was inconsistent across seasons — without a systematic approach to turning interest into registrations.
Challenge
The community had energy but lacked a campaign architecture that could reliably move runners from discovery through registration without heavy manual effort each season.
What we changed
Yuvabe built a full-funnel campaign system covering social storytelling, email activation, and registration pathways tied to each race edition's narrative.
Outcome
A more confident campaign operation, stronger community growth, and a repeatable launch system that made each new race season easier to execute.
What we changed.
Built a repeatable campaign engine
Designed a seasonal campaign framework that made each race edition easier to launch with consistent community growth.
Strengthened community storytelling
Connected brand narrative to runner identity to drive organic sharing and word-of-mouth across the community.
Improved registration conversion
Built clearer activation loops from awareness content through to race registration.
Built a full-funnel campaign system across awareness, consideration, and registration stages.
Strengthened brand identity across digital channels and race-day touchpoints.
Grew community engagement through social content and email activation loops.
Created a repeatable seasonal campaign framework for future race editions.
“The campaign system gave us a clearer way to grow the community and drive registrations every season instead of rebuilding the approach from scratch each time.”