The television advertisements were supported by the creation of large social media communities
Posted: Tue Jan 21, 2025 8:56 am
With the recent return of the hugely popular ‘This Girl Can’ advertisements, it is worth considering what makes the campaign so appealing.
Sport England launched the initial extensively-researched campaign by FCB in early 2015, to encourage women to become more involved in sports and exercise. They used realistic depictions of women exercising—sweat, jiggling, cellulite and all.
The online video received 37 million views on Facebook and YouTube, and the #ThisGirlCan hashtag banked up 660 000 tweets.
To assist their supporters, Sport England released material online, which facilitated the ‘This Girl Can’ branding and logos to be lifted for related marketing campaigns.
Even more innovatively, when women posted their concerns about exercise, a romania phone number library tailored algorithm sent them an encouraging tweet. Women visiting the site are now encouraged to use an app to create their own poster, with a slogan from one of the advertisements.
In a survey from January 2016, 2.8 million women said that they have done some or more activity as a result of the campaign.
Sport England’s Director of Business Partnerships, Tanya Joseph, sees the key to their success to be empowering women, both in the message and its spread. Tanya believes that: “the sports industry has always looked at the reasons why women weren’t participating in sport as simply excuses, but we really took a step back and listened.”
Lesson: Your campaign will be well-received if you can use digital media to help make your audience feel empowered. As Joseph explains, “you don’t need to make women feel bad about themselves to sell products or change behaviour.”
Sport England launched the initial extensively-researched campaign by FCB in early 2015, to encourage women to become more involved in sports and exercise. They used realistic depictions of women exercising—sweat, jiggling, cellulite and all.
The online video received 37 million views on Facebook and YouTube, and the #ThisGirlCan hashtag banked up 660 000 tweets.
To assist their supporters, Sport England released material online, which facilitated the ‘This Girl Can’ branding and logos to be lifted for related marketing campaigns.
Even more innovatively, when women posted their concerns about exercise, a romania phone number library tailored algorithm sent them an encouraging tweet. Women visiting the site are now encouraged to use an app to create their own poster, with a slogan from one of the advertisements.
In a survey from January 2016, 2.8 million women said that they have done some or more activity as a result of the campaign.
Sport England’s Director of Business Partnerships, Tanya Joseph, sees the key to their success to be empowering women, both in the message and its spread. Tanya believes that: “the sports industry has always looked at the reasons why women weren’t participating in sport as simply excuses, but we really took a step back and listened.”
Lesson: Your campaign will be well-received if you can use digital media to help make your audience feel empowered. As Joseph explains, “you don’t need to make women feel bad about themselves to sell products or change behaviour.”