IN-DEPTH CASE STUDIES
KATE DALE, HEAD OF BRAND AND DIGITAL STRATEGY AT SPORT ENGLAND
which first aired in January 2015. But it was the activity that Sport England engaged in prior to the launch that ensured there was a ready and waiting audience for the film once it went live: an audience that had already invested in the objective and tone of the campaign. By the time the TV ad hit, This Girl Can’s video content had been viewed hundreds of thousands of times. This was largely due to key media
partnerships that Sport England had set up with The Telegraph, Grazia and Stylist. Ahead of launch, each publisher was given an exclusive piece of content to release in an editorial, which meant they could generate conversation and interest around it. Interviews were set up with journalists from Sky Sports and the Daily Mail, and vlogging activity was arranged with SprinkleofGlitter to reach a younger audience. In addition influencers such as Clare Balding and TV presenter Helen Skelton were briefed, encouraging them to get behind the campaign.
REAL CONTENT FOR REAL PEOPLE While video was at the heart of This Girl
Can, social media was its driving force. “When the ad went out for the first time on TV, we also released it on YouTube. We had all the influencers, newspapers and media we’d been priming for three months ready to Tweet. That evening, our Twitter traffic took off.” But Sport
England didn’t just want people to see the campaign, they wanted them to talk about it. And they themselves wanted to talk to the women who were engaging. “We needed to create conversations that charm, not criticise. You want to be that person at a party that everyone gravitates towards because they ask questions and they’re interested in what people have to say. Our social media had to do the same. There was a real danger that our campaign could be seen as just another government campaign telling you you’re doing something wrong. “We used social analytics
software to join the conversations women were having about their exercise routines, even if they were talking about having gone for a coffee instead. We didn’t mention anything to do with This Girl Can. We let conversation build up organically. We wanted to sound like a supportive friend, not somebody wagging a finger. We used the hashtag #ThisGirlCan rather than the URL, which allowed our partner organisations to link themselves to the campaign and join in too.”
After the campaign launched, Sport 53 issue 26 november 2015 issue 26 october 2015
Be brave on social, even if that means
England made sure they remained loyal to their supporters. For women that had invested time in uploading content and Tweeting with the hashtag, being rewarded with a retweet or a comment added credibility and authenticity to the campaign. Picking up on the fact that people were already sharing their homemade This Girl Can videos, they also launched These Girls Can—a web app where women can make personalised versions of the campaign posters and share them on social media. “This may not be something
changing the way you think
you’d expect an organisation like Sport England to be doing,” says Dale. “We certainly don’t normally appear in Marie Claire and Cosmopolitan. But we knew we needed to reach the women and girls that don’t normally do sport, and we had to be disruptive if we were going to cut through everything else
out there. Be brave on social, even if that means changing the way you think about things.”
sportengland.org
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