02 · docu-series · london marathon events
more than miles
three runner films - dapo, mona and simon - delivered with proper pablo for the big half 2026. a campaign that became a content engine.
in their first reads, the three trailers out-performed a full year of the big half page's output. one week past race day, the series is still climbing.
vorly - ai intelligence layer, creative + performance · svnth - creative execution · figures from campaign scans 1-3, 2-10 sep 2026
23.6K
views on the episode 3 trailer by 10 sep · ep1 17.9K · ep2 18.4K
37x
ep3 comments vs the page's median post (371 vs 10)
430/0
comments read · negative, in the 2 sep full-coverage read
8.2%
ep1 youtube like rate vs the channel's ~3-4% norm
the trailers beat the page
instagram carried reach. episodes 1 and 2 were the #3 and #4 most-viewed reels of the twelve months to 2 september, and all three opened at 8-10x the page's typical comments.
17.9K
ep1 · dapo alade - 651 likes, 94 comments · #3 reel of the year
18.4K
ep2 · mona aden - 583 likes, 86 comments · #4 reel of the year
23.6K
ep3 · simon roberts - 1,894 likes, 371 comments · race-week drop
more-than-miles - documentary talent
ep02 - mona - film still
youtube carried depth
the trailer-to-film handoff worked: the full films became the channel's strongest regular content run in six months - series total at 10 sep: 1,333 views / 63 likes / 17 comments.
2.1x
ep1 on youtube against the channel's six-month regular-upload median
29
ep1 likes inside two weeks - 1.6x the best any regular upload managed in the window (18)
15x
ep3's first-hour views a week later - the handoff did its hardest work in race week
430 comments read. not one negative.
every comment and reply across the three trailers - 416 on instagram plus all 14 on youtube - exported 12:30pm on 2 september. the only off-theme items: two ticket-resale comments from one account. everything else is warmth. simon has personally answered 106 of the 124 comments under his trailer, thanking people by name.
"always running with a smile on your face"
the most-liked comment of the series · 16 likes
a year of silence, then several reels a day
the twelve months between races produced 92 legible reels - about two a week. race week 2026 produced at least 17 in four days. the series did not just perform inside the page's output - it changed the output.
289K
race-week peak - the biggest race-week reel of either year, #2 of the twelve-month scroll
13.4K
median race-week reel (17 legible) vs ~9.3K across the prior twelve months
1.4x
that median lift, with the new reels only 0-4 days old and still climbing
honest caveat, kept in: like-for-like on the first 17 reels from each race-day mark, 2025's set still holds a higher median (19.3K vs 13.4K) - but those numbers are a year old and this week's are still accumulating.
watch the series · full films:
ep1 ·
ep2 ·
ep3 · trailers on instagram