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@sadgirltrackclub
So what's up with the raccoon memes? In May of 2022, I started an Instagram account @sadgirltrackclub that nods to running humor in the form of satirical raccoon memes, which has hit a note with now over 22k followers. The account now has over a 15% engagement rate, and insights show that posts are regularly shared upwards of 600 times. The community this account has cultivated has helped me identify an untapped space in running-culture media for content that takes a less intense and more carefree approach to the subject than most other outlets.
In February 2023, I launched the first original piece of SGTC merch, which I designed and produced using my past experience working closely with apparel production at Tracksmith and Ten Thousand, and sold over 200 units within 24 hours. A Sad Boy hat followed in the fall of 2023. I plan to continue releasing limited launches of SGTC merch, and advertise the product primarily through the instagram channel.
SGTC on:
Strava - 7000 members
Geneva - 1500+ members
Email - 1300 subscribers
GENEVA FIND YOUR FEEL GOOD CAMPAIGN
DEC 2022
SGTC was selected to be featured in Geneva's Find Your Feel Good Campaign, in which myself and two other group members participated in a studio photoshoot for capturing marketing collateral (primarily video). Assets were used by Geneva in paid social advertising.
I also produced a UGC-Style reel as a collaborative post promoting my SGTC homeroom on Geneva, which now has over 900 members.
MERCH
SGTC Hats Launch
Jan 2022
After receiving overwhelming demand from followers to create SGTC branded merch, I designed a running flatbrim hat and stickers that launched in February 2023. Future merch will include apparel.
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