Deepening England Athletics’ This Girl Can campaign into the sport of running, creating rich content and telling real stories to build a social community.
Our challenge was to further activate the successful This Girl Can advertising campaign using content. We wanted to help liberate women from societal judgements that stop them from taking up sports and, at the same time, build a community that encouraged more women to take up running.
What we did
iCrossing worked with England Athletics to activate the campaign digitally, creating rich content that told real stories to build a social community. For the content strategy, we developed a tone of voice that aligned with the vision and target audience demographic, and devised content that inspired and enabled women to start running. Using real women who were already avid runners to motivate our audience, we shared real-life stories and memes, lists of practical tips, and signposting to partner events. Through all of this, the carefully crafted content hub also hosted a variety of content to draw in more readers (and hopefully future runners).
“iCrossing presented us with the clearest and most compelling vision for how to activate This Girl Can to get more women running, and their work on the campaign has been of the highest standard. They truly understand content marketing, create engaging, sharable content, and have been a pleasure to work with.”
We believe that moving too slowly in digital is the biggest risk your business faces. If you are ready to move faster in digital, we are here to help.