Awards
2020 Best use of Multichannel Social Media in Content Marketing’ for Keep Up with the Girls - Content Marketing Institute Awards.
Services provided
Strategy, Content Operations, Content Managed Services
The challenge
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.
What we did
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: break down barriers to end discrimination against people with intellectual disabilities, keep the message moving – revolution is inclusion, and follow our social channels and joining our community.
The social first campaign utilised the Special Olympics network across all 20 territories and focused on organic growth and reach with additional paid promotion. User Generated Content played a big part too and promoted inclusion across the world.
A cornerstone of the campaign was the #KeepUpWithTheGirls video. 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.
How it looks
