The ask was to come up with a concept to create a social media and e-comm campaign about Women, using the categories of Training, Running, Football and Sportstyle. The storytelling element was the most crucial for this campaign and it was important to build an emotional connection and tell real stories of real women. Although the focus was an emotional angle, it was also equally important that we highlight the products in the assortment.
Within this campaign, we should create content to:
1) explain the campaign idea with an emotional approach
2) link this story to the categories and products
3) highlight products to drive sales.
Also, it needed to be built in a modular approach, making sure it was easily adaptable to the INTERSPORT markets’ in Europe all keeping in mind that the markets have different products available.
The concept we came up with was called Stronger Together’. In essence, the concept touches on how women have struggled to find space in the world of sport and in society. Well, now is the time to make space. How? Together. We find strength in the community of women across the word and tap into this power. Our shared experience, knowledge and bravery has gotten us this far and together we will change the narrative on and off the field.
In order to tell this story, we sought out real stories of real women. We wanted to show every woman, in every form and the power and diversity of our community.
Our campaign went live across 13 Markets in Europe on social media, was used in stores, and across Ecomm. It was translated into 7 languages and had an average engagement rate above industry average across all markets.