Submitted by 22 IMPACT

Gunna Wunna 5K

22 IMPACT booked and managed creator Tay Moses across Under Armour and Gunna's Wunna Run 5K in London, an activation the agency reports drew 2.4M social media reach.

2.4M IMPRESSIONSimpressions
2.4M social media reach across instagram, twitter and youtube tied to the wunna album release event activationsocial media reach

Case in 60 seconds

Under Armour and Gunna built the Wunna Run 5K at Olympic Park as a race and a live music event at once, so coverage of it had to work for a running audience and a music audience without reading as sponsorship on either side.

The campaign appears to turn on the difference between covering an event and being in it, because an audience following a 5K and a Gunna set trusts footage from someone running the race rather than footage shot from beside the course.

One creator documenting the whole day in first person as a participant, running the race and watching Gunna perform rather than attending as a sponsored spectator, with the product worn for the distance.

22 IMPACT booked and managed Tay Moses across the full campaign, negotiating his deliverables and overseeing production from pre-event hype through to post-event wrap. Shooting alongside collaborator Junior Chea, he published real-time Instagram Stories, a carousel post and TikTok that put the Under Armour Halo Runner at the centre of the story.

22 IMPACT reports 2.4M social media reach across instagram, twitter and youtube tied to the wunna album release event activation, and prints the same total in the page header as 2.4M impressions.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The event sat between a sports format and a music release moment, and paid coverage of either tends to read as promotion, so the problem the casting solved was credibility rather than visibility; the page does not state the brief behind it.
Running product is demonstrated in use or it is not demonstrated at all, which a sideline brief cannot deliver, so the Under Armour Halo Runner needed a creator who would actually cover the distance in it.
Under Armour co-hosted the race and the live music with Gunna and supplied the product at the centre of the content, which places the brand as host of the occasion rather than as an advertiser inside somebody else's.
First-person, real-time formats such as Instagram Stories reward proximity, so an audience appears to follow a creator through an event rather than watch a finished edit of it afterwards; the page does not disclose audience data behind that choice.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • Twitter
  • YouTube

Partners

  • 22 IMPACT (lead_agency)

Participation mechanic

  • Taking part meant running the 5K at Olympic Park and staying for the Gunna performance, which is the format Tay Moses entered as a participant rather than as a spectator.

Creator role

  • Tay Moses — creator
  • Tay Moses — creator

Results & Evidence

MetricValueResult type
impressions2.4M IMPRESSIONSimpressions
social media reach2.4M social media reach across instagram, twitter and youtube tied to the wunna album release event activationreach

Why 22 IMPACT's strategy worked

  1. 1

    Casting a creator who takes part in the event rather than observing it changes the vantage of every asset, which is what allows race and performance footage to read as experience rather than as coverage bought by a brand.

  2. 2

    A product worn inside an activity the creator is genuinely doing, here the Under Armour Halo Runner over a 5K, carries its own demonstration and removes the need for a separate product sequence.

  3. 3

    Where a brand event sits on an artist's release moment, a headline total reported against the album activation rather than against the creator's own posts leaves the single creator's contribution impossible to isolate, so such totals read as event level.

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