ABOUT

The Challenge
Follow up Sport England's iconic This Girl Can campaign with work that would inspire even more women to get out there and break a sweat.

The Approach
An integrated campaign, spanning TV, social, digital, OOH, print, content, and more.
The TV features Maya Angelou's Phenomenal Woman, showcasing girls and women across the UK being active.

The Results & Awards
The campaign launched in February 2017, so we're still awaiting results. The reception of the campaign, however, has been – well, phenomenal.

I was the Art Director on social channels, including a Spotify activation. My challenge was updating the look and feel from the past two years to fit in with the new campaign. This was achieved by bringing in elements from the new TV ad to all parts of social. Not only did we use the new imagery, but we also brought the colourful end frame to life in social.

New Ways to Reach Women - Spotify Targeting
One of the goals of the campaign was to encourage women who'd stopped being active to start again and give it another go. This posed a challenge – how to reach these women whose only commonality was what they weren't doing.

So we had an idea to, for the first time ever, target playlists on Spotify that weren't being listened to. We reached out to women who had listened to a work-out playlist in the past, but who hadn't within the last thirty days, serving them our ad and driving them to more inspiring content.

This sort of reverse contextual targeting was a first for Spotify and for Sport England, allowing us to give that extra bit of reassurance and inspiration to some of the women who needed it the most.