Outrunning the competition with New Balance at the London Marathon 2024

With competition from giants like Nike and Adidas, New Balance needed to boost sales and brand visibility during the 2024 London Marathon. The goal was to increase running sales by 15% YoY, expand their reach across the UK, Spain, and France, and achieve a 5x ROAS. With key product lines like FuelCell and Fresh Foam in focus, we needed a cross-channel approach that included paid social, Google Ads, and programmatic display, all while managing stock fluctuations in multiple markets.

To outrun the competition, we crafted a dynamic, data-led campaign that mirrored the marathon journey. Using Meta's Dynamic Product Ads (DPAs) and cross-channel strategies across Google Ads and programmatic display, we personalised content at each stage, from training to race day. By consolidating accounts and managing product feeds in-house, we maximised agility and precision. Our tailored, audience-first creative ensured every touchpoint was optimised, and real-time budget adjustments across UK, Spain, and France helped us achieve massive reach and relevance.