The Special Olympics had one simple goal ahead of its annual Special Olympics European Football Week in May 2019: Get every girl on the pitch. To do so, it worked with 256, and with the support of the European Union’s Erasmus+ programme, to create a social media content strategy that would help promote the women’s football initiative and raise awareness for the campaign.
256 developed the creative concept ‘KeepUpWithTheGirls, a play on the idea of ‘keepy-uppies’ but also supporting the following principles as we wanted our audiences to:
The campaign was
A cornerstone of the campaign was the ‘KeepUpWithTheGirls video.
The Piece To Camera (PTC) script and action was designed so that user-generated Video could be shot anywhere, and when stitched together, it would look like one person was passing the ball to the next.
Branded footballs were sent to potential ‘ambassadors’ with instructions on how to get shoot their own video to get involved.
Footage was also captured at World Games in Adu Dhabi featuring Special Olympics ambassadors such as superstar Nicole Scherzinger, and football legends Didier Drogba and Cafu.
The videos were stitched together showing each participant sharing the message and passing the ball on to the next.
A range of additional assets were developed and released in a Cool Box for the use of the participating territories including:
The campaign had a reach of 3.9 million with engagement of 20% including video views of 1million against a total budget €19,000.
The hashtag #KeepUpWithTheGirls had a reach of 10.6 million and over 13 million impressions worldwide.
This campaign was a first for Special Olympics and is being shared globally as an example of best practice social media marketing.