Girls Are The Future of Sports Campaign
Objective:
Position Nike Sports Camp, product of US Sports Camps, as an industry leader in youth sports and drive revenue during peak season by championing girls as the future of the game.
My role:
I created the “Girls Are the Future of Sports” campaign from the ground up, establishing it as a flagship initiative for my company.
I spearheaded a multi-channel rollout, partnered with internal stakeholders to showcase top camp directors, and led a social media specialist to deliver high-impact content that engaged parents, athletes, and industry audiences.
The Result?
Over $580,000 in revenue and 9.5 million views across Instagram and Facebook.
Creative Direction
I drove the creative direction for this campaign and led meetings with my marketing team to create three core taglines that would bring our vision to life:
Fear Not
Release Doubt
Be Bold
Campaign Strategy
Our camp directors, many of whom are former professional athletes and DI coaches, are what set us apart in youth sport camp market. Therefore, I made them the core of this campaign.
I coordinated interviews with seven influential female camp directors and staff to spotlight the impact they have on campers’ lives and elevate our brand above our competition.
You can view one example post from this campaign below and read the webpage we created with all seven stories here.
Multi-Channel Approach
We launched on National Girls & Women in Sports Day to make our message timely and effective.
To drive revenue, we created a landing page with only all-girls camp offerings and advertised this page via social media, email, and our website’s homepage.