This Girl Can – digital activation for England Athletics

This Girl Can – building a community to encourage more women to take up running

Sport England’s This Girl Can advertising campaign aimed to liberate women from the judgements that hold them back from taking up sports. We worked with England Athletics to activate the campaign digitally, creating rich content that told real stories to build a social community.

 

User experience design & platform build

We based our lightweight strategy on the solid research conducted by Sport England, and used WordPress to rapidly create a content hub with tricks, tips and advice on getting started with running.

The homepage included geo-location with personalised motivational messaging based on the current weather conditions in the user’s local area.

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Geo-location allowed us to personalise the home screen

Building our community on Facebook and Twitter

Facebook and Twitter proved the most effective communication platform. Instagram was less successful, supporting the insight that one of the key barriers to women taking up sports is appearance.

We concentrated on producing shareable content that activated engagement, reflected the ‘sassy’ campaign tone, drove followers to partner sites and projected us as ‘one of the girls’.

Motivational content

We created content that inspired and enabled our audience to start running. Not only did this mixed-media content (including text, video and imagery) showcase the This Girl Can point of view and personality, but it also practically addressed the problems our users faced in an ownable and unique way.

This included practical tips and advice, running stories and opinion pieces from relevant bloggers and influencers.

Changing perceptions with photography

There really aren’t many pictures out there of real women running. This Girl Can: Running always made it a priority to change that, with a mix of created, curated and user-generated content:

A central role for community management

We used community management to build a relationship with our followers, consistently offering moral support and practical advice. On a daily basis we actively responded to our followers, sharing their accomplishments, and answering their questions.

As the voice of the campaign, our community management team injected our unique humour and personality into all of their conversations and interact with our community – asking their opinions, driving conversations and encouraging engagement.

This natural and two-way relationship reflected the warm and supportive nature of the campaign, built trust, and resulted in an overwhelming positive response to our campaign.

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'Night Running' is one of a series of real-life videos Mediablaze produced for This Girl Can Run

Mediablaze truly understands content marketing. They create engaging, shareable content and have been a pleasure to work with.

Rick Jenner, Strategy and Campaigns Manager, England Athletics

Results

The success of this campaign was based on the toughest of all metrics: behavioural change. Incredibly, we succeeded, as our research after 6 months proved:

67%

of social followers said This Girl Can Run motivated them to run more frequently

89%

would recommend This Girl Can Run to friends and family

Supporting Insights

How to increase sports participation and build brand love

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