The task
Knowing our expertise in sport and lifestyle, Shock Absorber came to us to help them inform women about the benefits of wearing a sports bra when exercising. And educate people on what happens when you don’t.
What we did
We designed and created a striking and sharable digitally led campaign that would educate real women with scientific knowledge and insights. Heroing Shock Absorber’s No.1 positioning and championing the brand's cheeky personality, attitude and ethos we wanted to make sure the content was relatable and humorous by focusing on real women in real situations.
The campaign featured across digital channels, from paid-for media to social and PR editorial. We identified high profile health and fitness influencers who shared our assets as well as creating their own. Content ran across Instagram and brought to life our bounce test research with humorous, informative video content.
The global campaign launched in the UK and extended across Europe with activations including Germany, Holland and France.
Impact
The campaign was a great success and we exceeded our KPIs with 2.5 million video impressions on Facebook and Instagram.
Stylist article received over 28,000 unique users which exceeded our target five times over. The social amplification was a strong tool to promote the article with a CTR of 3.15% and over 1.1 million impressions.
Influencer activity had a combined reach of 213k and received really positive engagement.
