Give Kudos Campaign

Overview

In 2018, fake news, privacy breaches, and congressional hearings were the focus for social networks. With that, Strava found the opportunity to show they differ from the rest.

Partnering with Strava’s internal team, we created a global campaign highlighting the positivity and support shared among the millions of athletes using Strava to track their activities, share results, and motivate one other toward further progress.

Production Process

With the creative thoughtstarter in play, Stink set out to create a global campaign and a set of campaign guidelines evolving from Strava’s core identity. The guidelines acted as a focal point for the concurrent workstreams of global teams working on the campaign – both internal teams at Strava and other creative partners in local markets.



The enthusiasm within the Strava community meant that we had a great solution for amplification; so, with the hashtag #GiveKudos, we created a way for Strava athletes to spread their support on social. The campaign centered around providing tools for athletes to give kudos online, on social media, on the Strava app, and IRL.



givekudos.strava.com (now offline) acted as a campaign hub where athletes could both view and generate shareable. The custom-built Kudos Creator allowed visitors to input text from various languages, choose from pre-made templates, and upload/scale/adjust photos before exporting a flattened shareable asset.

And, when it came to sharing – we also designed and animated a library of Giphy stickers to be leveraged in Instagram stories.

Results

In the first month, the campaign saw over two million site visits and over 14,000 unique Instagram posts with the #GiveKudos hashtag.