From Launch to Thousands.

The Run the Night Series is a multi-city running event taking place across Cork, Dublin and Luxembourg. Formerly known as Run in the Dark, the series brings together thousands of participants each year in support of an unforgettable evening of fitness, community and live entertainment.

Perception Social Media joined the project approximately eight weeks before the events, with registrations sitting at around 500 participants per location and a clear objective: maximise registrations before race day.

Our strategy focused on highly targeted Meta advertising campaigns tailored to each location, with continual optimisation of audiences, creative and budget to drive registrations as efficiently as possible. Rather than applying a one-size-fits-all approach, each city was treated as its own campaign, allowing us to respond quickly to performance and scale what was working.