The Client

Road Runner Sports is the world’s largest walking and running store with 40 locations across the US. 

The Challenge

Road Runner regards itself as more than just a purveyor of athletic gear and is known for its active involvement in the running community. A natural extension of that brand cornerstone is its focus on excellent customer service and expertise, especially when it comes to fitting running shoes, which is essential for runners of all skill levels. Road Runner came to Charlton Marketing for help increasing brick-and-mortar foot traffic as well as promoting usage of a new Virtual Fit Finder tool on the brand’s website.  

The Solution

The first step was to identify the target audience based on app usage, social sentiment, CRM look-alikes, predictive targeting and site retargeting. This group included new runners, active runners, comfort-seekers, exercise enthusiasts and other likely-to-convert consumers. This helped the team determine that the channel with the most reach and ROI would be YouTube, so Charlton got to work producing a 30-second spot featuring the Virtual Fit Finder. Programmatic display and placement on local news segments rounded out the media plan. 

The Results

  • 10,595 new, unique visits to the Virtual Fit Finder landing page 
  • 4,445 unique users visited the brick and mortar