Our objective was to increase awareness of the England women’s cricket team amongst UK families with children aged 8-12 years, as well increase engagement and affinity with the team’s players.

We created a video-led campaign across Facebook, Instagram and native media, using behind the scenes and games highlights content.

We launched a nationwide cinema campaign supporting the Wonder Woman blockbuster, to align the image of the women’s cricket team to the strong female character.

We ran a programmatic display campaign using the ECB’s 1st party data to re-engage audiences and drive them to the ECB’s tournament blogs.

We created shareable and PRable content in the lead up to the tournament by interviewing the players’ parents about their respective daughters’ sporting journeys. Unbeknown to the parents, we captured the players’ reactions as they told their emotional stories.

We placed these video highlights with national lifestyle media and used the content as assets for paid social campaigns.

DOOH enabled us to deliver a good reach and the high impact formats we desired, as well as the flexibility of changing the messaging as the tournament progressed.

The campaign ran nationwide targeting major train stations and was supported by a strong burst of activity in London across the TFL network.