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From slow runs to viral success: How Jennifer Mannion engaged the internet with storytelling and winning formats

Posted by Abby Oldroyd in Case studies

4 months ago

Running influencer Jennifer Mannion has captured the attention of the internet with her realistic take on “slow running”. Through her relatable storytelling and community-focused initiatives, Mannion has evolved her personal running journey into a movement that encourages women of all speeds. Her success story is not just about medals but also about making the sport more inclusive.

Key takeaways: 

  • Jennifer Mannion’s goal is to normalise “slow running” and make the sport more approachable for all abilities.
  • The creator has grown her Instagram followers by 330% in one year – she currently has 64,500 followers. Her strategy involves leveraging long-form storytelling content.
  • Last year, she launched her running club Runners and Stunners – the largest turnout at an event to date reached 500.
  • Her favourite campaign? She hosted a run powered by Lululemon and was given a budget to “enhance the running experience”.
  • The ultra runner will embark on a 100km run in September and is documenting the training process across socials.

Mannion started sharing fitness content online seven years ago but struggled to cut through the noise on socials. That changed last April when she decided to sign up for a 50km ultra marathon with just five months to train for it.

The turning point came the following month when one of her videos went viral. Mannion shared highlights from the 2023 Hackney Half Marathon and compared her 150-minute finish time to her friend who had drank three days prior and crossed the line in 90 minutes. Her candid video resonated with viewers and gained more than three million views, which sparked a “slow running” series. The goal? To normalise slower running paces and make the sport more approachable for all abilities.

Capitalising on the running boom 

Donning a pair of trainers and heading out for a run as a means of keeping fit is more popular than ever. In 2023, 6.2 million Brits engaged in running, marking a 5% increase on the previous year (5.9 million). Additionally, 22% of the UK population claimed to run one to three times a week in 2023.

Mannion has two theories for its rise in popularity. Firstly, she suggests that people are seeking alternatives to drinking, a sentiment supported by the fact that 28% of young adults in the UK don’t drink alcohol. Secondly, she attributes the trend to the cost-of-living crisis; running is free, as opposed to hitting the gym, and social drinking is an expensive pastime. Social media has amplified this trend, particularly during major sporting events such as the TCS London Marathon, which resonates with users’ “emotional triggers” and inspires them to want to do the same.

A record-breaking 840,318 people from the UK and across the world applied in the public ballot for an entry to next year’s TCS London Marathon. Similarly, more people than ever took part in the 2023 Wizz Air Hackney Half Marathon, with more than 24,000 entries.

Winning formats 

Mannion successfully tapped into the growing trend by establishing a “safe space” for slower runners. Recognising the need for inclusivity and support, she focused on creating content that caters specifically to those who run at a slower pace, a demographic often underrepresented in mainstream running media.

“I wanted it to be for women because I only knew of one other female-only run club in London and there’s an intimidation for women to train around men,” she says. “People want to go to a safe environment and move at a pace that feels right for them.”

Her strategy involves leveraging long-form storytelling content. The rationale behind this approach is twofold. Firstly, it enables her to delve into the nuances of her journey and foster a sense of community and secondly, she creates a more engaging and empathetic environment.

“I’ve done two big races since I began documenting my journey online, and the content around them is when I see a spike in engagement,” she says. “It’s to do with the story build-up, people watch the training for months and will be rooting for you.”

While she acknowledges that TikTok can generate viral moments, she finds it easier to build a community on Instagram. Last April, the creator had 15,000 Instagram followers; since then, that number has surged by 330% to reach 64,500 followers in one year. Following this success, in June, Mannion announced she had quit her job as a key account manager for Lenus to become a full-time creator.

The rise of the running club 

Building on her online success, Mannion launched her run club, Runners and Stunners, to create a supportive space specifically for female slower runners and alleviate the intimidation that often comes with training in environments dominated by men.

“Running can be very lonely,” she says. “I didn’t have running friends at the time, so I started going to run clubs but I struggled to keep up and wasn’t getting the run club experience. I wanted to make it easier for people to make new friends in London that didn’t involve drinking.”

Recognising this market gap, she invited her followers on a slow run via an Instagram Reel, which has had more than 54,000 views and 1,800 comments. The first run on 31 July saw approximately 15 participants. As her ultra marathon content gained traction, attendance at the run club increased significantly. Two weeks after her ultra marathon, 150 women joined, and the largest turnout to date has reached 500. The club currently has more than 11,800 followers on Instagram and 7,400 on Strava.

“We have ambassadors and volunteers to deal with the crowds and we take people off in different groups so it’s not a big stampede and it’s safe,” she explains. “Most of the volunteers are girls that have been coming to the club consistently for a while.”

Brand work 

During the past year, Mannion has collaborated with several of her dream brands, with her standout partnership being with Lululemon. “I hosted a run powered by the brand,” she says. “They provided a budget to enhance the experience and I hired out a cafe to give runners coffee and cake afterwards.”

Mannion is also an ambassador for the running app Runna, which she uses for her race training, and has collaborated with other brands such as Gymshark on its Hackney Half prep series and Friday Night Lights for a Taylor Swift-themed run.

For her, the key to a successful strategic campaign is creative freedom. “When I use my usual storytelling format but make it about the brand, that’s when I see the best results,” she says. “A major red flag is when brands give me sentences to say that don’t come across naturally.”

Future goals 

For the coming year, she has set four goals: to grow her YouTube channel; reach 100,000 Instagram followers; continue expanding Runners and Stunners with brand support; and complete a 100km run in September. It’s no easy feat, but given her track history, brands should keep a close eye on this creator.

By Abby Oldroyd, CORQ news and features writer. Picture credit: Jennifer Mannion via Instagram