Every year on World Mental Health Day, Biggby Coffee hosts the Be the One 5K – a community event raising awareness for mental health and suicide prevention. But this isn’t just a race. It’s a movement designed to inspire hope and encourage others to “B THE ONE” for someone who may be struggling. Proceeds benefit iUnderstand Love Heals, a local nonprofit providing compassionate support for individuals and families impacted by suicide and mental health challenges.
When Biggby Coffee wanted to expand their reach and maximize registrations, they partnered with us to amplify their impact. Our team crafted a targeted paid ad strategy designed to spark action – not just awareness, which resulted in 30% higher race registrations than the year prior.
Biggby Coffee West Michigan wanted to get ahead of the fall race rush, boost awareness, and drive participation for their annual Be the One 5K. Together, we built a strategy that reached runners right when they were planning their fall schedules.
Our move? Launch a paid ad campaign in August – prime time for race planning. We created a photo-driven carousel ad featuring snapshots from past races that captured the energy, community, and heart of the event (yes, even the four-legged participants made an appearance 🐾). By showcasing real people and real moments, we gave potential runners a glimpse of what to expect—and a reason not to miss out.
To maximize impact, we layered in organic social posts to complement the paid campaign, tagging partners and sponsors to expand reach and spark community momentum.
The result: an ad strategy that didn’t just promote an event, but invited the community to show up, run together, and support a cause that matters.
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BIGGBY “BE THE ONE” ORGANIZER
With the right strategy behind the campaign, Biggby Coffee’s message didn’t just spread – it connected, mobilized, and inspired action.
