THIS GIRL CAN - PHENOMENAL WOMEN

TitleTHIS GIRL CAN - PHENOMENAL WOMEN
BrandSPORT ENGLAND
Product/ServiceTHIS GIRL CAN
Category B01. Brand-led Education & Awareness
Entrant FCB INFERNO London, UNITED KINGDOM
Idea Creation FCB INFERNO London, UNITED KINGDOM
Media Placement MEDIACOM London, UNITED KINGDOM
PR MISCHIEF PR London, UNITED KINGDOM
Production SOMESUCH London, UNITED KINGDOM
Production 2 SOUNDTREE MUSIC London, UNITED KINGDOM
Production 3 FRAMESTORE London, UNITED KINGDOM
Credits
Name Company Position
Owen Lee FCB Inferno Chief Creative Officer
Al Young FCB Inferno Creative Partner
Sharon Jiggins FCB Inferno Managing Director
Vicki Holgate FCB Inferno Chief Strategy Officer
Hollie Loxley FCB Inferno Managing Partner
Laura Pirkis FCB Inferno Senior Strategist
Isabelle Soskice FCB Inferno Account Director
Alice Poole FCB Inferno Senior Account Manager
Martin McAllister FCB Inferno Creative Director
Ben Edwards FCB Inferno Art Director
Kim Gehrig Somesuch Director
Tim Nash Somesuch Executive Producer
Jason Ayers FCB Inferno Head of Broadcast
Hanna Davis FCB Inferno Production Assistant
Lee Groombridge Somesuch Producer
Tim Lindsay Trim Editing Editor
Sarah Lefkowith FCB Inferno Copywriter
Alex Sheppard FCB Inferno Social Community Manager
Alex Gill FCB Inferno Senior Designer
Richard Bagley FCB Inferno Senior Artworker
Bridie Scriven FCB Inferno Project Manager
Charlie Campbell Charlie Campbell Photography Photographer

The Campaign

Two years ago This Girl Can launched, sticking two fingers up at judgement and helping women smash through the barriers that prevented them getting active. This time around we wanted to go further, to get more women active and feeling like they belonged in the world of activity. So we went from fighting fear of judgement to full-throttle female empowerment. This meant an all-out celebration of women who have overcome their judgement barrier and are doing their thing, in their own way, with an undeniable and infectious ‘don’t give a damn’ attitude. With the words and voice of American civil rights activist, Dr Maya Angelou, as our inspiration, we wanted to celebrate just how phenomenal all women are; shouting our message of female empowerment from every platform, showing all women that they belong in the world of activity.

Creative Execution

To re-engage our audience, our campaign launched with nationwide OOH on 27.01.17. Introducing our cast of real women with mantras that proudly told their stories of empowerment, we built a sense of anticipation for our film launch. Following a series of teasers on social media, our 90” film went live across social channels at midday on 24.02.17, coinciding with our influencer launch event. Using Instagram Stories, we built buzz amongst our community and within hours of going live, we were trending #1 on Facebook and Twitter. As our film played out on TV and VOD (from 24.02.17 to 26.03.17) we told the stories of our women in 12 content films. Capitalising on unprecedented levels of engagement, we gave our community the opportunity to create their own content, using our poster app and a Snapchat filter to reach our younger demographic. We ran the resulting UGC digital OOH in malls nationwide.

In the three months since launch, our films have been viewed over 22.5m times and we generated 209 pieces of press coverage. Our engagement levels have smashed platform benchmarks. Our Facebook community has grown by 14.5% and over 18,000 digital posters have been created using our app. Our Snapchat filter achieved 16m impressions (vs. 8-14m platform benchmark) and was shared over 7.3m times. Most importantly, we are having a significant impact on women’s health. Early quantitative tracking has shown a significant increase in the number of women who have got more active as a result of the campaign and our social media channels are full of women describing how it has inspired them to exercise. We are helping empower them to get active, boosting their self-confidence – and seeing a powerful behaviour change that promises to realise significant physical and mental health benefits.

This Girl Can is on a mission to close the gender gap in regular activity levels and realise significant health benefits. To get more women active, we’ve gone from sticking two fingers up at judgement to full-throttle female empowerment. A truly integrated campaign, it leverages the power of multiple channels to celebrate phenomenal women getting active their own way. Tailoring our communications to each platform, we created a splash at launch with OOH, TV, social, and PR. We released online films telling the stories of the women in our campaign, engaged 14-18yos through Snapchat, and inspired lapsed exercisers on Spotify.

Our strategy aims to empower women from 14-70yo with the confidence to get active. We do this by uniting them behind a powerful message: that women are phenomenal; that they belong in the world of exercise, however they choose to get active, and whichever way they do it. Our film and OOH worked to communicate this inclusive message to the full breadth of our target audience. Designed to reach and impact on as many women as possible, we sought to celebrate this sense of belonging and present a new norm – where all women felt this way. Our social content was designed to drive engagement. By encouraging women to share their experiences we could drive self-identification with exercise (thereby cementing behaviour). Snapchat filters and our app gave more women new ways to do this, creating a contagious sense of belonging, and stimulating dialogue with other supportive women.