This Girl Can
We wanted to use Social to drive significant levels of behaviour change amongst women in the UK - and eight&four have developed a social strategy that is driving record levels of engagement and reach.
Marketing Manager, England Athletics
The This Girl Can campaign was launched by Sport England in 2015 – an ATL campaign aimed at increasing female participation in physical activity across the UK. The campaign went on to win 45 marketing Awards (and counting), including the inaugural Glass Lion Award at Cannes.
After the huge success of the initial launch, we were approached to support England Athletics activate the campaign on Social – building and nurturing an online community for women interested in getting more active.
Since November 2015 we’ve been responsible for content strategy and creative production across all social channels, plus daily community management and targeted paid social advertising. In addition we’ve been developing positive partnerships with key brands and social influencers to ensure the message is spread further than ever.
Since November 2015 we have generated over 100,000 additional fans and followers across the Social accounts, reaching a total of over 10 million UK women on Social.
The latest England Athletics nationwide survey showed that 95% of our social audiences are running at least once a week, and a total of 28,000 women have been directly inspired into action by our social activation.