The leading sport-for-development charity, Sported exists to help the inspirational people who are working every day, to improve the lives of young people and tackle the problems that matter in their local community.
Sported appointed us to conceive and execute a pilot marketing strategy:
Together with WePlay, Sported launched the “LEAP IN” campaign to demonstrate how the power of social media advertising can help community clubs achieve their attendance objectives at weekly localised events.
Briefed to engage 16-25-year-olds in lower socio-economic areas across the UK, we used insights derived from the analysis of target audience consumption habits to develop the creative strategy for the “Leap In” campaign. The video drew upon inspiration from trending music videos and gaming graphics, and the copy and lyrics were crafted to confront the most reported barriers to physical activity participation experienced by the target demographic.
Activated across multiple social platforms throughout participating regions of the UK, the hero campaign used data-driven insights to identify and reach more sedentary young adults. Bespoke creative and granular postcode targeting was also used to drive registrations to individual club initiatives.
In total, a hero campaign and 22 separate club-specific campaigns were activated and reached over 2.4 million 16-25-year-olds in deprived regions of the UK. The campaign hero video successfully captured the attention of a notoriously hard to engage audience demographic, achieving cost-per thru-plays (15s) on social, and cost-per-views (30s) on YouTube exceeding WePlay target benchmarks.
Having WePlay as a partner has been invaluable to the process of curating the right message/creative and targeting the correct audience.
As the only award voted for by the fans, we focused on achieving global awareness through an integrated and highly creative campaign.
We revamped the award through gamifying the content and distribution format, to engage both an existing and new global audience. The focus was to define a standout Laureus Sporting Moment of the last 20 years, as well as reflecting upon these incredible moments, where sport unified people in the most extraordinary way and left its mark on the world.
In three knockout rounds, fans worldwide had the chance to vote for their favourite of the 20 shortlisted moments, with the winner being announced live at the Laureus World Sports Awards on Monday 17 February 2020 in Berlin.
Through an integrated campaign, combining the power of paid media with organic and earned activation, this creative and idea-led fan vote saw the biggest names in sport come together to support this powerful social movement.
The campaign exceeded expectations with regard to worldwide reach and global support from the likes of Virat Kohli, Michael Schumacher, Cafu and the South African Government. The attention accumulated exceptional voting numbers, web traffic and social engagement from all across the globe.
Increase in web traffic year-on-year
Of social web traffic delivered through paid social