This Girl Can
In England, two million fewer women than men were exercising regularly, despite 75% of these women saying they wanted to be more active. ‘This Girl Can’ set out to liberate our audience from the fear of judgement by celebrating the fact that women come in all shapes and sizes and all levels of ability. Carat’s role was disrupt and create impact on a national scale - whilst also reaching women on an individual level - in order to encourage behavioural change.UK
In England, two million fewer women than men were exercising regularly, despite 75% of these women saying they wanted to be more active. Existing sports advertising, the London 2012 Olympics and the obvious health benefits had failed to inspire them. Clearly, a different approach was needed. Sport England discovered that a unifying barrier standing between women and exercise was the fear of being judged – for anything from “wobbly bits” to “sweat patches”. ‘This Girl Can’ set out to liberate our audience from the fear of judgement by celebrating the fact that women come in all shapes and sizes and all levels of ability.
Our role in the campaign was to disrupt and create impact on a national scale - whilst also reaching women on an individual level - in order to encourage behavioural change.
The campaign aimed to empower woman of all ages, and give encouragement and support to our audience. We wanted to deliver relevant and tailored messages to women according to their differing circumstances. Therefore, our strategy was two-fold.
We identified the best big, bold and public media to drive mass awareness of the campaign launch. Critically, it also had to reflect the confidence and sassy attitude of the creative messaging. In tandem we also used highly-targeted, personal media to reach women in relevant places where they could carry on the inspiring conversation helping to further build the momentum of the campaign.
MAKING IT HAPPEN
Priming: Before launch we carefully seeded a series of online content as teasers. We ensured the videos were discoverable and shareable to begin conversation. On Twitter @ThisGirlCanUK connected with women posting their exercise anxieties, and responded with words of encouragement.
Liberation & Celebration: The public campaign launch reflected the strategy of being ‘big, bold and sassy’ by showcasing high-impact 90” content. These spots were placed during primetime TV, in key cinemas and in our YouTube takeover. Simultaneously our national outdoor campaign launched generating a phenomenal (and unexpected) response from our audience: women responded so positively that many took selfies with the posters and shared them on social media. Through the syncing of our online and offline activity we saw nearly 15,000 Twitter mentions on the first day of launch alone.
Inspiring Conversation: Our digital strategy centered on engaging individual women in the most relevant and personal way. Constant monitoring revealed that different segments were behaving and interacting with the digital content in different ways across devices. Indeed, a heavy mobile skew (70% of views) led us to up-weight mobile messaging. Paid search was constantly optimised to react to the developing social conversation, and retargeting delivered relevant, multiple messages. We tailored and optimised our social strategy and video content to cater for different audiences contextually (e.g. targeting “Kelly vs Mummy” content towards Mums) in relevant blogs and social environments. This delivered incredible engagement levels of 24% massively outperforming industry benchmarks.