Project Detail

Kessel Running: launch to 4.1M views

A running brand with no feed and a race ninety days out. We built the calendar around training blocks, shot monthly, and let the grain carry the grade.

Kessel Running

Client

Instagram + TikTok

Platforms

90 days

Window

2024

On retainer since

The brief

No feed, no footage, one race.

Kessel came to us six weeks before their first product drop with a race already booked and nothing to post. No library, no photography, and a founder who did not want to be on camera every week.

The budget covered one production day a month. Everything else had to come from formats the team could keep running on their own between shoots.

What we ran

Three formats, five posts a week.

Training block films

Shot monthly, cut into weekly episodes

The 6am format

A phone on a tripod, three mornings a week

Race week live

Community cover from 05:00 to the finish

Spark ads

Budget behind the organic winners only

Ninety days later

4.1M

Views

+312%

Reach lift

58K

New followers

3.2x

ROAS on spark ads

All figures read in the same 90 day window, measured from the first post to race day.

From the shoots

Three production days, one library.

The 6am format

Product detail

Training block film

“They run our feed like it is their own name on it.”

Marta Kessel · founder, Kessel Running

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