Start 2 Run, better known in the Netherlands as Hardlopen met Evy, is a running app with a history of more than ten years. Three years ago, they partnered with The Dot Society with a clear goal: build stronger brand awareness, reach broader audiences, and position themselves as the go-to running app.

From day one, we chose an ambitious yet sharp strategy: balancing performance with long-term brand building. And it worked. Thanks to creative campaigns, data-driven insights, and a strong focus on community, Start 2 Run achieved an impressive 27% year-over-year growth. Today, the app has established itself as the ultimate training companion for both beginner and experienced runners.

A brand at a pivotal moment

Three years ago, Start 2 Run also found itself at a pivotal moment. As an iconic brand within the Golazo Group, it was well-known and beloved, but lacked the clear vision and momentum needed to continue inspiring its community. That’s where The Dot Society stepped in, not just to drive growth, but to guide a repositioning of the brand. What began as a strategy focused on campaigns and community building evolved into a broader transformation: Start 2 Run was firmly repositioned as the go-to running buddy for all levels, with a clear ambition to strengthen its position in both the Netherlands and Belgium.

The key to success

By understanding where our target audience is and which barriers they experience, we were able to act on real insights. Using input from SEO, surveys, and internal data, we developed content and messaging that truly resonated.

Running isn’t self-evident for everyone, both physically and mentally, there can be obstacles. That’s exactly why we address these pain points directly, by breaking them down:

• Accessible for every level (from beginner to experienced runner)
  
• Personalized training plans (such as slow-start or run-walk techniques)
  
• Time-efficient – you can complete a training in just 20 minutes
  
• Extra features like stretching routines and training adjustments based on your progress

But it wasn’t only about the app itself, the users took center stage. No models, but real runners with their own motivations and personal stories. Authentic, honest and relatable, with space for off-days and challenges. Because every training session, no matter how small, is a victory worth celebrating.

UGC content for a growing community 

After successful campaigns on Meta and Google, we saw in 2024 that community building has become more important than ever. People no longer just want to be inspired, they want to feel part of something bigger, a group that shares the same goals, struggles, and successes. Start 2 Run recognized that need and decided to actively build on it.

TikTok turned out to be the perfect platform for this. There was already a lively community around Start 2 Run, even before the brand itself had a presence there. The timing was ideal to join in not with traditional ads, but with real runners.

We started the search for the right content creators people who didn’t just have reach, but who truly embodied what Start 2 Run stands for. During that process, we discovered how translating a brand through a creator is far from obvious. Just because someone makes great content doesn’t mean it fits your brand.

By featuring both beginner and more experienced runners, we were able to highlight different motivations and challenges, creating recognition and connection within the community.

The power of their authentic videos quickly became clear: the content resonated, growing the community by +158% and generating over 4 million impressions. Their stories were genuine, human, and perfectly aligned with what the audience needed.

What started as a test on TikTok soon expanded to Meta, where the UGC approach evolved into a fully-fledged full-funnel strategy. The results exceeded expectations: user-generated content outperformed all other ads across every stage of the funnel. This proved that a community-driven approach not only builds awareness but also contributes to the bigger picture, from inspiration to conversion.

Looking ahead

And this is just the beginning. Together with Start 2 Run, we aim to take the app to the next level by focusing even more on community building, addressing the specific needs of both beginner and advanced runners, and expanding the range of training plans. Our mission? To grow not only in terms of revenue, but also in the number of people actively embracing movement. Making running more accessible, more enjoyable and more achievable for everyone.