Tough Mudder is famous for its epic 12-mile (18km) endurance courses packed with legendary obstacles, mud and teamwork. At the time, more than 70% of Tough Mudder event participants were male, and we knew we needed to reach a female audience in a new way, and excite and inspire them to take on a Tough Mudder event.
Tough Mudder partnered with one of the UK’s top morning shows, Good Morning Britain (GMB), and launched an exciting campaign called “Tough Mum’s”. Announced live on-air, the well-known presenters and mums (Susanna Reid, Kate Garraway and Charlotte Hawkins) invited inspirational mums to share their stories and apply to join them in taking on the 5-mile “Tough Mums” course.
The series helped deliver the highest annual media coverage in Tough Mudder’s history, and “Tough Mums” was featured on GMB nearly every day during the month of September. Throughout its promotion, the on-air segments garnered more than 30 pieces of coverage resulting in 12 million impressions.
On September 24, GMB aired a full takeover of the morning show, highlighting the “Tough Mums” event to their audience of 3.77 million viewers across the UK. During the period when the campaign was aired, the website saw its highest trafficked day ever (+49% previous record).
Due to its popularity and success, “Tough Mums” became an annual event, and Tough Mudder UK saw female participation increase dramatically from 30% to 45% of participants within 2 years.