Athleta’s Race for the Planet Campaign Wins IAC Award
With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.
PMG and Athleta were among the winners of the 2020 IAC Awards, with the companies being recognized for the retailer’s amazing Race for the Planet campaign last year.
Our team was charged to support the brand’s launch of its new SuperSonic Fabric. Athleta wanted to meaningfully connect with active, health-oriented women and reinforce its brand values and commitment to our planet, all while improving consumer perception. The brand settled on hosting a month-long virtual race, and PMG successfully harnessed the power of community to promote the event and bolster brand awareness and favorability.
The campaign was a phenomenal success. Not only did participating runners shatter Athleta’s goal by 20X within the single month flight, all aspects of engagement significantly exceeded benchmarks.
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The IAC Awards named the effort the year’s Best Sports Online Campaign. For 20 years, the competition has highlighted the best online advertising campaigns, with entrants in nearly 100 industries.