Nuun: Engaging their audience to stay hydrated

Nuun’s mission is to empower movement; they provide low-calorie hydration products to help active people across North America and beyond. With Strava’s 130+ million userbase tracking their activities and empowering their digital lives on the platform, Strava represented a clear fit for the brand. Nuun have run many challenges on the platform

Nuun wanted an accessible, popular challenge, and chose to challenge users to log 300 minutes of “muuvement” in two weeks – with any activity counting. In return, folks would get a huge 30% discount, plus entry for a year’s supply of Nuun, plus a limited-edition Tubert badge. They also chose the eye-catching name “Anything Can Happen After Nuun” to encourage participation.

Nuun wanted to provide inspiration to the Strava community to get out there and stay hydrated. With over 80,000 participants, their challenge certainly did that – and what’s more, with a higher than average 80% completion rate and a 24% reward CTR, athletes were clearly convinced to explore Nuun and its products. 

The brand viewed challenges primarily as an activation to encourage awareness, but with a great incentive, well-optimized landing page and simple reward redemption experience, Nuun showed how challenges can also drive lower funnel conversions and purchases.