Structured's approach to transforming Road Runner Sports' online presence involved a focused and layered marketing strategy. Central to this was the use of influencer marketing. By identifying and collaborating with fitness influencers who resonated with the brand's target audience, Structured was able to use these influencers' social media profiles to directly promote Road Runner Sports. This method effectively reduced the cost of reaching potential customers.

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An important part of Structured's strategy was to revitalize the creative content. Previously, the content had not been as effective in engaging the target audience. Structured changed this by experimenting with a variety of creative styles and themes. The aim was to not only better connect with current customers but also to discover new audience segments. By testing different creative angles, Structured identified which content appealed to new groups of potential customers. Following positive responses, these new audience segments were targeted more specifically, expanding the brand's reach.

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Structured also emphasized the continuous improvement of marketing materials. By constantly updating and refining their content, they ensured that Road Runner Sports' advertising remained engaging and relevant. This approach helped in attracting a broader audience and maintaining their interest in the brand.

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Finally, Structured streamlined the overall campaign structure to make it more efficient. By simplifying how campaigns were managed and optimized, they improved the effectiveness of the marketing efforts, ensuring better results with a more focused approach.