Mars // #SupportHer Campaign
Getting the whole nation to not only get behind and support the Women’s National Football Team, but women in general
As an FA partner, Mars felt the Women’s game didn’t get enough recognition and wanted to do something about it.
So as part of their sponsorship of the England team during the FIFA Women’s 2019 World Cup, we were hired by our good friends at Octagon to come up with an idea to get the nation behind our girls. Giving everyone - football fan or not - the chance to show their support.
With a powerful rallying cry to 'SupportHer'.
The public were encouraged show their support for the Women’s team through social channels, as well as an on-pack promotional campaign in Co-ops nationwide, with the Scottish women’s team also getting involved.
AMV BBDO helped kicked off our #SupportHer campaign with a PR idea that championing the past, present and future of women’s football by unveiling the first ever female statue of an unsung hero - the original trailblazing star of the women’s game, Lily Parr (who had almost 1,000 goals to her name in the 1920’s).
The #SupportHer campaign was soon picked up by the national media and the England Lionesses themselves invited fans to #SupportHer
Mars then partnered with LadBible, SPORTBible, Co-op and Pretty 52 to push exclusive #SupportHer content and drive awareness of the #SupportHer campaign as friends and family uploaded their support by wearing branded team shirts, flags and balls as well as posting messages of support for the upcoming games. Mars and Snapchat even collaborated to develop a bespoke #SupportHer filter to show users how to get involved.
Mars Wrigley loved the 'SupportHer' campaign so much that they not only used it to promote equality through football, but have used for their internal diversity platform which is rolled out across all their brands in the UK.
Mars // #SupportHer Campaign
Integrated Campaign
Creative Direction
Design
Print/Outdoor
Digital
Social Content
