Role: Senior Creative Strategist
Company: Twitter
Industry: Sports Apparel
Tools: GWI, Brandwatch
Results
It received positive sentiment and high levels of engagement. Here are a couple of outstanding results that stand out.
Context
In Mexico, more than ten women are murdered every day.
During the pandemic, rates of violence against women, anxiety, and depression among women grew dramatically.
Women feel threatened both outside and inside their homes, which keeps them from training.
‘Sorority’ is a neologism used to refer to solidarity between women in a context of gender discrimination and patriarchal violence, translated as 'sisterhood'. This topic had 14K tweets in one month, making it a relevant topic for the Twitter audience.
Most Mexican women choose to go out in groups with women and friends to avoid being harassed or harmed.
How we did it
The Challenge
Nike wanted to inspire Mexican women to strengthen the “sorority” by working out in groups.
The Idea
Amplify the sisterhood movement by connecting Mexican women with other women, giving them a space to express their support.
Innovation
We took the Sorority movement from Twitter to the streets by tracking the use of the campaign’s hashtag on support tweets and displaying it on DOOH so women on the streets could read it and feel empowered.
Influencers became part of the brand's squad. Diverse voices with wide knowledge of the platform's best practices to ensure ALL WOMEN feel represented.
Awareness
TakeOvers
Engagement
Branded Emoji, Spaces, Influencers Tweets, Anthem through collaborative thread with CTA, OOH tweetst
Performance
Like to Unlock - NTC & NRC apps
Learnings
• Full-Funnel Activism: Bridged the gap between social impact and performance. Empathy-led awareness successfully drove lower-funnel results, boosting downloads and retention for NTC and NRC apps.
• Facilitating Safe Spaces: Positioned the brand as a community facilitator rather than a protagonist. Creating secure digital environments empowered users to own the movement, driving a 7.2% organic ER.
• Omnichannel Authenticity: Amplified real voices by seamlessly integrating digital channels with offline OOH. Relying on UGC made the message feel 100% authentic, beating engagement benchmarks by 20%.
