26.2 Team Milk
Experience Design
Email
Project
Year
Landing page for a new campaign
Sep – Oct 2022
Website
Role
Proposal
GonnaNeedMilk (MilkPEP) wanted their presence known during the 2022 NY Marathon, creating a sponsorship initiative called 26.6 Team Milk (#TeamMilk). Because it was the 50th anniversary of Title XI, #TeamMilk wanted to uplift the women running the marathon, with the focus of “every day women”— moms, teachers, students, corporate workers, leisure joggers, non-athletics, and so on, women will get the chance to feel empowered and sponsored like the pros.
Solution
To get the word out for the first annual sponsorship, a landing page was created through the GonnaNeedMilk website that provided general information, registration, and next steps. QR codes and “Milk wants to sponsor you” ads were posted all throughout New York City to captivate those who wanted to join or support the cause.
Since the initial interaction with #TeamMilk needed to be fast and memorable, the website needed to be informative and up to date, with content updating leading up to and after the marathon.
Reflection
We wanted as many women as possible running the marathon to be sponsored by 26.2 Team Milk. This meant targeting our demographic and meeting them at various touch points throughout the city. We needed to be educational with our cause while keeping it digestible for our inaugural event. It was crucial to support women throughout the entire process, especially before the marathon.
We kept the page dynamic, as well as used social media and email campaigns to keep the marathon runners up to date, and continued it onwards to grow and expand moving forward.
Outcome
26.6 Team Milk expanded to Denver and Chicago in 2023, marking three cities where women were sponsored. By 2024, #TeamMilk developed into a international community to support every women. For more information and ongoing expansion, visit Every Woman’s Marathon.