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Decathlon is a brand that knows what it needs. They want to connect emotionally with clients, be part of their lives and affect them as much as possible. At Zoom we understood that and decided that the best way to communicate the #entrenadoresdemivida (coaches of my life) campaign was through a social action that would create an emotional bond with fans.
But how could we do it? It all started when we learned about a novice female football team from Vilanova that were at risk of disappearing because they had been left without a coach. If we could prevent that from happening, if we could do something so the sport would not disappear from these girls’ lives, we would achieve our goal.
It all started when we learned of a novice female football team from Vilanova that were at risk of disappearing
So that’s what we did: we proposed a social action, altruist and caring, which had the Decathlon values, sport and teamwork. We switch on all our social forces with a clear target: put in contact a coach without a team and a team without a coach.
So, we created the campaign using a microsite that included the complete backstory of the club as the focal point. We redirected users there using various videos on the Decathlon social media accounts.
Based on data from Facebook insights and Twitter analytics, we extracted an important piece of information: the average time spent viewing a video on social networks is less than a minute. To be precise, it’s usually no more than 30 seconds. On this basis, we created two clips. A 10-second teaser to generate buzz the week before the launch of the campaign, and a 30-second trailer to direct traffic to the microsite for the social action and the commercial campaign. On the microsite we uploaded the entire piece in a 3 minute video that was divided into 2 parts:
Focusing on the problems that occur due to being left without a coach, and the potential disappearance of the team
A call to Decathlon’s social media followers for help to find a coach.
But that wasn’t all. To capitalise on the impact of the action we decided to go further, so we created a platform where both teams and coaches could offer and request a team or coach. In short: we extended the campaign to the entire country. Now it wasn’t just the Futfem Vilanova that could solve their problem, but any other team or coach in the same situation.
To capitalise on the impact of the action we decided to go further, so we created a platform where both teams and coaches could find what they needed.
We managed to involve users so they could help us find a coach for the FutFem Vilanova team and it was incredibly satisfying to find 294 coaches who were willing to step in.
The community empathised with the team and were very active in spreading the “this team needs a coach” message. The hashtag #entrenadoresdemivida was mentioned over 2,000 times and the potential impact was greater than 33 million impressions.
The emotional aspect of the story got users “hooked”, and over 75% of the video’s viewers watched until the end.
So were we happy with the results of the campaign? Of course we were. We created an emotional and original action that was easy to empathise with. Who wouldn’t want to help those girls? And the results, both in scope and impact, lived up to expectations.