How Løbeshop.dk Can Be Positioned as Denmark’s Running Expert Through Authentic Influencer Marketing
About the Company
Løbeshop.dk is a Danish webshop focused on running gear for both casual runners and dedicated hobby runners. The company aims to strengthen its position as Denmark’s running expert through trustworthy communication and stronger relationships with its target audience.
Situation
The target audience is increasingly seeking authentic recommendations from everyday runners rather than traditional advertisements and well known sports personalities.
Objective
The goal was to create a 20% increase in new customers among hobby runners from March to June 2026.
Challenge
Løbeshop.dk wanted:
- Higher credibility
- Stronger relationships with the target audience
- More authentic branding
- Increased engagement and conversions
At the same time, the persona analysis showed that the target audience identifies more with everyday hobby runners than elite athletes.
Strategic Insight
The strategy was therefore built around:
- Honest recommendations
- Authenticity
- Expert knowledge
- Community
Choice of Influencers
The focus was placed on nano and micro influencers rather than macro influencers because they:
- Appear more authentic
- Have higher credibility
- Create closer relationships with their audience
Choice of Platforms
The strategy focused on:
- Strava
- Facebook løbegrupper
- YouTube
to meet the target audience where they already seek inspiration and training knowledge.
Our Solution
Influencer Concept 1: “The Road to My First Marathon”
An influencer documents their journey towards completing a marathon through:
- reels
- stories
- Strava posts
- Training updates
Influencer Concept 2: “Tested by Real Runners”
Hobby runners test products from Løbeshop.dk in realistic training situations.
Focus areas:
- Recovery
- Running shoes
- Energy gels
- Training equipment
KPI’er
Key Metrics for the Case
The following metrics were measured:
- Number of new customers
- Engagement rate
- ReachClicks
- Conversion rate
GrowthSocialAtelier – Stine, Julie, Sofie, Rikke og Josefine