Liverpool Running & Cycling Fest

The Objective

Liverpool, connecting with the world of sports

Liverpool has embraced sports as a key part of its strategy, organizing running races for seven years and recently launching its first cycling race. To expand its reach in 2024, the brand partnered with TikTok, the ideal platform to position its sports category and connect with new audiences authentically.

The challenge was to engage with sports communities and integrate into their activities, solidifying Liverpool’s role as a sports event organizer. Through TikTok, the brand aimed to drive greater participation and inspire more people to join its events, strengthening its presence in the sports world.

The Solution

Driving Engagement through Creators

To achieve this, Liverpool designed a strategy on TikTok focused on authenticity and connecting with the sports community. To do so, they relied on content creators who genuinely reflected the preparation and lifestyle of an athlete before a competition, through TTCX. The key was to showcase the real experiences of runners and cyclists without it feeling like traditional advertising, but rather a natural reflection of their daily routines and passion for the sport.

The campaign utilized various TikTok solutions such as In-Feed Ads (Diversion Ads, and Spark Ads) which allowed highly engaging and visually dynamic content. The creative execution was based on popular formats like people talking to the camera, videos accompanied by voiceovers, and trends like #GRWM (Get Ready With Me). This trend was especially relevant as it authentically showed how the content creators’ preparations might look, something users could apply to their own routines.

The goal was to attract people of various generations with an interest in sports, outdoor activities, running, and cycling. This was achieved by combining a digital strategy with creative execution based on native platform content. The creators helped build a close and aspirational narrative for the users, fostering a deeper connection with the brand.

TikTok was chosen as the ideal platform for this strategy, as it enables brands to connect with audiences aligned with the wellness and sports world in a dynamic and organic way. Additionally, Liverpool’s presence on the platform aimed to consolidate its role as an event organizer, differentiating it from other market options and highlighting its commitment to sports. By leveraging the spaces where the community consumes inspiring and motivating content, Liverpool sought to integrate into their conversations, generate recognition, and position itself as a reference in sports experiences, allowing the brand to not only promote its events but also become a key player within the digital sports ecosystem.

The Results

Achieving Impact and Engagement

Here are the results:

• Registrations: Exceeded expectations in both events, with an 11% increase in registrations compared to last year.

• Views:

  • Running Fest: 57M views.

  • Cycling Fest: 68M views.

• Average View Duration:

  • Over 50 seconds on all event videos.

  • 7.6M people watched the full Running Fest videos

  • 9M people watched the full Cycling Fest videos

• CTR:

  • Running: 7%.

  • Cycling: 18%.

• Participation:

  • Running Fest CDMX: Over 5,200 participants (2022: 4,500).

  • Running Fest GDL: Over 2,200 participants.

  • Cycling Fest: Over 1,200 cyclists.

Thanks to the digital strategy and content creators, TikTok allowed for authentic connections with the audience, surpassing previous campaign results and achieving a high level of engagement.

Source: Client's Internal Data, Liverpool, 2024