Role: Lead Digital Strategist
To ensure that the campaign spoke to women who already loved sport and exercise, the insight that sporty women are more likely to post on Instagram when they’re being active was used to create a simple hashtag competition: #UbKCatchMeIfYouCan. To enter, participants had to upload a photo of themselves being active, and use the hashtag in order to be in with the chance of winning various weekly prizes, and one ultimate prize. Campaign content for social media was also created for pre and post awareness.
The entire campaign reached around 1.5 million Australian women; #UbKCatchMeIfYouCan had over 700 entries, and the TV spot was featured in multiple industry press, as well as prominent fashion and lifestyle media.