Toolkit #5 - Diplo's Run Club is a Case Study in Building Community

Remember that massive running event in San Francisco with 14,000 participants— from 7-year-olds to octogenarians—that combined running, ice baths, and a live DJ set by Diplo himself?

Here's what made it a smashing success, and why brands can learn a ton from it.

1. Blended Passions: Diplo didn't just cater to runners or music fans. He brought together fitness, music, and wellness — all the things he cares deeply about — creating a seamless experience that reflected his own multi-faceted personality.

2. Crossed Over Communities: Music lovers got a taste of running, runners discovered the electrifying energy of a live DJ set, and Diplo's fanbase grew stronger by tapping into a new audience.

3. Tapped into Trending Niches: Ice baths are hot (literally!), fitness is a lifestyle, and music makes it all more fun. Diplo capitalized on these trends to make the event unique and an even bigger draw.

The Takeaway:

Diplo could have just throw a party. Instead, he built a community.

This event serves as a powerful case study for building deeper connections with your audience.

Here's how brands can follow suit:

• Go Beyond Demographics: Targeting is essential, but remember that people have diverse interests. Don't compartmentalize your marketing strategy.

• Understand Beyond Their World: Dig deeper—what are their passions, interests, and habits?

• Entertain, Connect, and Show You Get It: Don't just push messages, create engaging experiences that demonstrate you understand your audience on a deeper level.

Diplo's Run Club, which spawned a series of races, is a masterclass in building a loyal fanbase by connecting with people at the intersection of their interests.

The Roundup

A collection of links to stuff I think are worth sharing.

Ad Spending with Amazon - Forget the gold rush, it's all about the ad rush! Amazon keeps growing its ad revenue, leaving Google and others in the dust.

Threads Resources - Creators can improve their content through best practices, data-backed tips, and examples from top-performing accounts.

​YouTube Keyword Tool - Ahrefs' tool helps you find high-traffic, low-competition keywords to boost your YouTube video views.

Netflix’s Celebrity-infused Ad - The streaming service celebrates culture-defining and buzzworthy moments born on Netflix.

Mac Mini Rumor - Apple's new M4-powered Mac Mini is rumored to have a tiny footprint, similar to the Apple TV, while still packing powerful performance and multiple ports.