Creative-led marketing communications agency Jam has been appointed by realbuzz, the world’s leading provider of charity programmes, to manage a purpose-driven TikTok and influencer campaign.
Tapping into a conservative estimate of 621m people who were already running for sport worldwide in 2017 (according to the report ‘Globally, how many people practice running (as a sport), and what is the global market size for this sport?’) Jam will be leading a TikTok and influencer campaign that leverages the #runtok community to make charity running more accessible.
With a community of over 250,000 runners itself, realbuzz connects runners looking to fundraise with charities and endurance events, to make the miles mean more. Since inception over 20 years ago, it has raised over £1bn for global charities like Make-a-Wish UK, American Cancer Society and Rethink Mental Illness.
Jaime Gee, managing director of Jam, commented, “It’s always a pleasure when you can combine work with your interests and we have some keen runners in the Jam team.
“Using our expertise in social media and influencer marketing we will establish a strong presence on TikTok that resonates with Gen Z and Millennial audiences for an organisation founded on a critical cause. Joining forces with realbuzz means there is a huge opportunity to make an impact with people that goes far beyond the running community themselves, and into the lives of the people they want to help.”
Kirsty Angove, chief marketing & operations officer at realbuzz, added: “From the get-go, Jam has shown that not only are they highly creative, but their ideas are grounded in fact. They developed a strategy for us to tap into the new generation of runners through TikTok, capitalising on trends, supporting runners and story-telling through content.
“Through our partnership with Jam, we will be creating meaningful content that deeply resonates with our community, building and nurturing lasting brand relationships.”
This appointment follows a strong start to 2025 for Jam, which has seen it onboard nine clients so far and retain its role as PR partner with Manchester Pride for a third consecutive year, strengthening its portfolio across social, PR and creative campaigns in the process.
