When the US Women’s Soccer Team decided to take a stand against playing the World Cup on artificial turf, the Scotts Company joined their cause. Using Abby Wambach as a spokesperson, we created a multi-media campaign about the importance of real grass, #keepitreal. Here is the video anthem to kick off the project.
Creative in social/digital channels amplified the voices of professional and collegiate athletes, explaining the dangers of playing on an artificial surface. Along with a real-time digital banner campaign following Abby and the team as they played.
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After the World Cup ended, Scotts conducted research across its social channels. The results were surprising–while creative was running, positive sentiment on Scotts social channels had increased by 105%. On average, the content created for the #keepitreal campaign was shared over 30% of the time it was seen.
And, most impressive, the campaign generated over 400 million media impressions.