Making noise on social media for the world’s largest fun-run

City2Surf, the world’s largest fun-run has taken place annually in Sydney since 1971. Holding prominent place on Sydney’s event calendar, City2Surf today attracts over 80,000 participants, and many more spectators and supporters. 

Woman running in the City2Surf
iPhone with an Instagram feed of the City2Surf on the screen
Brief.

Following stagnating interest, Fairfax Events (the organisers of the event) approached Example in 2017 to develop a robust social media strategy and deliver social media management services, all with the aim of driving increased awareness, interest and engagement across owned digital channels.

Solution.

Following an initial planning and content development phase, Example was tasked with taking control of all City2Surf social media communications. Developing new content pillars to engage with City2Surf’s diverse audiences, a mix of inspirational stories, training tips and content to lure excitement in the event was then created. 

To broaden the appeal of the event, and leveraging relationships with target influencers, Example worked in partnership with high profile social media celebrities including rugby league player Anthony Minichiello, fitness influencer Christian Miranda, world champion surfer Sally Fitzgibbons, TV presenter Tom Williams and reality television star Lee Roy Elliott to develop content for @city2surf channels and cross-promote via their own channels. 

Content created by Example for City2Surf channels featured a spread of interactive posts, exciting videos, live content and promotional artwork to communicate key messages and drive engagement.

Graphics and imagery
M+
AUDIENCE REACH
K+
SOCIAL MEDIA ENGAGEMENTS
K+
PIECES OF USER-GENERATED CONTENT
+%
INCREASE ON YOY ENGAGEMENT

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

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Brisbane, QLD 4006, Australia
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