The start
80% of girls feel like they don’t belong in sport. So on World Mental Health Day 2023, Nike & Spotify announced a new partnership to create the Make Moves Fund - which aims to use the power of music to get girls moving and help improve their mental well-being. Nike & Spotify came to us to help them develop the launch campaign to raise awareness, drive sign ups & participation.
The STRATEGY
Diving into the 360 distribution & media plans, including social, digital, in app & OOH across both brands channels, we named the programme, developed the campaign BVI and a produced campaign creative concept that connected both brands for the first time, and delivered a multichannel messaging plan based on the two brands social impact objectives, with a focus on mental health and movement.
The SOLUTION
We shot and produced a social first content campaign featuring Flo and Joelle D’Fontaine that would appeal to UK based community organisations, and inspire girls aged 10-17 to move on their own terms. Final delivery included a suite of over 75 moving image and photography assets and supporting copy, that were distributed across Nike, Spotify, Talent and Media Partner Channels, and a London centric OOH campaign that included placements in Leicester Square. *NB results pending/campaign still live
