ISTRIA MARATHON
A Running Community with One Goal: The Finish Line
The running world is full of unique emotions often misunderstood by outsiders. According to a Running USA study (2022), runners cited personal goals, a sense of achievement, and community support as their key motivators. Building on this insight, under the Diasporal brand, we developed the campaign “Everyone Has Their Own Goal”, which came to life at the Istrski Maraton. Through a multi-layered online and offline activation, we engaged the running community and encouraged reflection on the importance of recovery, inner motivation, and personal victory.
| Client |
Vivalis
|
| Service |
Social media
Event management
Photo and video production
|
| Team |
Petra Vidrih
Anja Grabar
Urška Štokelj
Tomo Turk
|
| Year | 2025 |
Goal Searching – Online Activation
The campaign began with an open-call competition, seeking three runners with strong personal motivation. By applying on the landing page, participants shared their personal goals for the Istria Marathon. The selected runners became Diasporal ambassadors — receiving branded sports shirts, free race entry, and a year’s supply of Diasporal products. Their stories were showcased as examples of perseverance and dedication, reaching a broader running audience and emphasizing the role of recovery on the path to personal triumphs.
To the Goal and Back – Offline Activation
At the finish line of the Istria Marathon, we set up a photo booth where runners received a professional commemorative photo and a magnesium sample. Our team also recorded short interviews with participants and supporters, who shared their goals and feelings upon finishing the race. These video clips were posted on the Magnesium Diasporal TikTok and Instagram profiles, further boosting campaign visibility and strengthening the connection with the running community.
Results
The campaign attracted over 2,000 participants. Through the stories of the three selected ambassadors, we created meaningful content that resonated with the running community and positioned the brand as a credible supporter of physical endurance, recovery, and personal perseverance.
