The brief was simple here. ‘Go All Out’. Sports Direct were about to invest heavily in a Christmas TVC, brimming with talent from the top of sport (Jack Grealish, Mason Mount, Emma Raducanu, Maro Itoje, Jordan Pickford) and culture (Big Narstie) and wanted to ensure that the spot landed with super sticky support from social, helping their message of ‘Going All Out’ go through the line and help pay back to the business.
We created ‘social-first’ content on the tvc production set, with all of the talent, as the tvc was being produced. We also briefed the talent to tap into TikTok trends to drive additional shares and engagement on social as soon after, we launched a platform-wide hashtag challenge.
Taking it one step further, we then created shoppable “naughty lists", to drive online traffic and sales from the campaign.
Across TikTok, Instagram and Facebook, the campaign reached 52m consumers, through 64m impacts and led to over 100k new social followers.
Across all channels, the campaign delivered 632k comments, saves, shares and clicks through to the website, including 3,000+ completed purchase journeys from social.
2.9 billion video views of #sportsdirectnaughtylist through TikTok, with 578k videos created by consumers to tap into the campaign trend.
Across TikTok, Instagram and Facebook, the campaign reached 52m consumers, through 64m impacts and led to over 100k new social followers.
Across all channels, the campaign delivered 632k comments, saves, shares and clicks through to the website, including 3,000+ completed purchase journeys from social.
2.9 billion video views of #sportsdirectnaughtylist through TikTok, with 578k videos created by consumers to tap into the campaign trend.
Across TikTok, Instagram and Facebook, the campaign reached 52m consumers, through 64m impacts and led to over 100k new social followers.
Across all channels, the campaign delivered 632k comments, saves, shares and clicks through to the website, including 3,000+ completed purchase journeys from social.
2.9 billion video views of #sportsdirectnaughtylist through TikTok, with 578k videos created by consumers to tap into the campaign trend.
Across TikTok, Instagram and Facebook, the campaign reached 52m consumers, through 64m impacts and led to over 100k new social followers.
Across all channels, the campaign delivered 632k comments, saves, shares and clicks through to the website, including 3,000+ completed purchase journeys from social.
2.9 billion video views of #sportsdirectnaughtylist through TikTok, with 578k videos created by consumers to tap into the campaign trend.
