Cora x Boston Marathon
focus: campaign creation and execution, influencer management, social media strategy, IRL activations, community building
85% of menstruators in the US use pads — yet there was no good solution for pad users to stay active while on their period. Cora changed this with the launch of their Made-to-Move Pad, a pad that contours with your body as you move. To amplify the launch, I wanted to put this product to the test and connect with an active community.
A partnership with the Boston Athletic Association (BAA) brought this vision to life; an unexpected period care partner but the perfect place to reach active women. The activation had three main elements: a booth at the Boston Marathon Expo, a team of influencers running the BAA 5K, and a college ambassadorship program.
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I worked with the brand and a production team to bring to life a visually stunning Expo booth. The booth stood out amongst the typical athletic sponsors, allowed us to sample 8,500 products throughout the weekend, and gave us a space to engage new customers.
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For the BAA 5K, I found and contracted a diverse group of 15 female influencers to run the race on behalf of Cora and post about their experience. To make the runners pop in the crowd, I created a partnership with Fabletics to dress the women. The 5K content reached over 4.1 million people.
And even better, the women created strong relationships with each other through their shared experience of running, emphasizing Cora’s values of community, empowerment, and movement.
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I formed a student ambassador program with Wellesley College through their on-campus women’s health clubs. Cora paid 50 ambassadors to represent the brand at Marathon Monday, since Wellesley marks the iconic halfway point / Mile 14 of the Marathon. The students handed out Cora products and branded thundersticks to spectators, creating a noticeable pink takeover of the cheer zone. We even brought the Cora pad mascot out for photo ops!
As a thank you to the Wellesley students and our influencers, I also hosted a dinner party prior to the race. The students and influencers decorated cheer signs for the marathon, mingled, and received gift bags with brands like Glossier and Kosas.
It was an inspiring and successful weekend of brand and community building. In total, we sampled 31,900 products throughout the three elements of the weekend, landed five press hits, and donated 2.6 million products to women in need in honor of the product launch.
