Empow-HER: Here's a wide-reaching campaign that amplified women’s abilities in sports!
I personally like this marketing strategy because it never fails to amaze me in showing that any marketer can be highly creative. Marketers and business owners can utilize this strategy if they want to make a lasting impact and achieve their objectives. Today, allow us to share an example of an empowering guerrilla marketing campaign. Keep reading to learn how this organization used out-of-home guerrilla marketing tactics to reach the right audience.
|
||
|
Empow-HER: Here's a wide-reaching campaign that amplified women’s abilities in sports! A study on girls and women in sports revealed that nearly half of all sports participants are women, yet only a small percentage of them receive coverage in sports media. This highlights a gender inequality issue in the industry. So, to help address this issue, one organization recognized the need to empower women and promote equality in sports. This organization merged its primary objective of increasing awareness about dairy milk consumption and the goal of managing gender inequality issues in its campaign. The name of this organization? MilkPEP!
Milk Processor Education Program (MilkPEP) is an organization committed to raising awareness about the benefits of dairy milk consumption and promoting milk intake. This company has been making continuous efforts to educate people about the importance of including milk in their lifestyle. MilkPEP had previous campaigns titled, "Got Milk?" in 1993 and "You’re Gonna Need Milk for That" in 2021. These campaigns both aimed to encourage people to reconsider milk as a necessity for optimum health and performance. To continue these initiatives, in 2022, MilkPEP and its creative agency GALE partnered with Talon, an agency specializing in out-of-home (OOH) media executions. The team-up aimed to spotlight women runners by launching a campaign that targeted all female and female-identifying runners. The campaign was specifically designed for the 2022 New York City Marathon. MilkPEP’s goal was to sponsor women participants and empower them through running. How did the organization do this? Through the “Milk 26.2” campaign!
Fun fact: The campaign’s title was derived from “Milk,” which symbolizes MilkPEP’s goal and the number “26.2,” which is the distance in miles run in a marathon. In this campaign, MilkPEP, GALE, and Talon collaborated with an organization dedicated to empowering young girls through running: Girls on the Run. The campaign had three parts: Talon created a digital OOH campaign targeting female and female-identifying runners by placing print and interactive media across famous running areas in New York City. Alongside this, the campaign team also launched a website named GonnaNeedMilk.com/26.2. The site enabled female runners to register to be part of the “Team Milk” in the upcoming marathon and access information about milk and its benefits. The registration process continued during the New York City Marathon Expo at the Jacob K. Javits Convention Center. Those who attended the expo were encouraged to use the Milk photo booth, which turned photos into dynamic creatives displayed on interactive digital installations around the city.
MilkPEP and the campaign team continued the geo-targeting strategy at New York City… but this time, the objective was to provide runners with available information about the marathon on the day of the run and emphasize the importance of milk and its connection with the marathon. Here, MilkPEP seized the opportunity to highlight that milk can serve as both an athlete's performance fuel and a companion in achieving equality goals during the event. In this part, MilkPEP extended its gratitude to Team Milk runners. Talon utilized location-based technologies along the marathon path to show appreciation and congratulate runners.
This campaign lasted for two months. Was the “Milk 26.2” campaign effective? Through the “Milk 26.2,” MilkPEP was able to amplify women’s empowerment through running while seamlessly incorporating milk ads in the campaign! Take a look at the results:
The campaign also gained an award and a recognition:
Bravo, MilkPEP! Clearly, these results and recognitions highlight the effectiveness of your campaign in achieving its goals! — What can you learn from MilkPEP’s campaign? In MilkPEP's campaign efforts, the media plan was identified as the key factor contributing to the overall success of the campaign. This careful planning helped the organization align its goals and execution throughout the campaign. Here, we can see that extensive planning for a marketing campaign can lead to smoother execution and more successful results. MilkPEP's campaign series were executed in locations where the organization’s target audience could easily see and interact with the brand. Geotargeting also proved effective in ensuring the campaign message reached and motivated the appropriate audience. As a marketer, you can incorporate this technique into your campaigns. This approach will enable you to craft a more personalized message and effort, ensuring focused attention from your target market. MilkPEP's campaign demonstrated that the campaign team was able to address relevant issues, partner with the right organizations, and foster inclusivity in their efforts. This shows that you can look at different angles of your brand to connect with your audience in a more forward-thinking way. Just like MilkPEP, you can also address certain issues while advocating your organization’s mission with teams that share similar goals with you.
Stay creative, marketers! If you've successfully crafted a comprehensive plan for your campaigns, then you're one step closer to achieving your dream of a successful campaign. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how this “pride” initiative slid into people’s hearts in 2019? See it in next week’s article! |
