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Improving campaign performance using purpose marketing: Case study of Run For The Oceans
Journal of Brand Strategy,
9
(1),
7-17
(2020)
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
The full article is available to subscribers to the journal.
Author's Biography
Christoph Kullnig has spent the better part of the past decade taking the (proverbial) marketing bull by the horns. As Vice President of Marketing at Runtastic, he has a primary focus on scaling the business, specifically growing the non-technical teams, products and services of Runtastic. Being a member of the management team, Christoph is responsible for brand strategy; product marketing; brand marketing, performance marketing, customer relationship management (CRM), campaigning; creative projects; content marketing, social media, blog; public relations and interviews; corporate events, etc. Christoph holds a Master’s degree in Law from the University of Vienna, Austria, a Master’s degree in Law from the University of Ireland, Galway, a university degree in Marketing and Sales from the University of Krems, Austria, and is working towards an MBA in Entrepreneurship and Innovation. His entrepreneurial spirit has a proven track record through his success as owner and founder of GDrinks e.U., a successful food and beverage company that has been profitable for nearly ten years. He boasts diverse employment and educational experiences in Austria, Germany, Sweden and Ireland. In addition to working towards changing people’s lives through sport with adidas Runtastic, Christoph gives lectures frequently at the Technikum University of Vienna and is also an avid athlete himself.
Anja Obermüller is a 26-year-old performance marketer from Austria. As Head of Product Marketing at Runtastic, she is responsible for coordinating marketing efforts in terms of user acquisition, CRM and campaign management for the adidas Training app. A big fan of data and analytics, she takes care of various reports and related projects within Runtastic. Anja holds a Bachelor’s degree in Marketing and Electronic Business from the University of Applied Sciences Upper Austria. She also spent a semester at the Linnaeus University in Kalmar, Sweden, and holds a Master’s degree in Digital Business Management from the Johannes Kepler University in Linz and the University of Applied Sciences Upper Austria. As a part-time student during the Master’s programme, she was responsible for marketing and business development at LingoHub before joining Runtastic, first as User Acquisition & ASO Manager and now as Head of Product Marketing.
Katherine Aichhorn is a copywriter, editor and translator from the United States, based in Vienna for the last 15 years. At Runtastic, she is responsible for User Experience copywriting, corporate communication and public relations. She works closely with stakeholders of both the adidas Running and adidas Training apps to create a unified communication voice across multiple platforms. Katherine completed her Bachelor’s degree in German Language and Literature and Art History at Skidmore College in Saratoga Springs, New York. She completed semesters abroad in Florence, Italy, and Vienna, Austria. She is now pursuing a Master’s of Education at the University of Vienna. She has worked as a copywriter, translator and editor and, additionally, has taught English as a Foreign Language and Business English.
