Minute Media's 'Here to Stay' Campaign
The 6th Annual Awards
- Best Integrated Campaign
ABOUT THIS ENTRY
During the 2023 Women’s World Cup, Minute Media leveraged its premium sports content brands – The Players’ Tribune, 90min and FanSided – as well as its distribution and commercial prowess to launch a new campaign, ‘Here To Stay: It’s Not Just a Year, It’s a Movement’ focused on amplifying and supporting women in sports. In order to successfully reach both B2B (brands, advertisers & press) and B2C (established & new women’s sports fans) audiences, ‘Here to Stay’ came to life across four main tactical buckets: Marketing & PR, Editorial, Commercial & Business Development.
How does this represent “Excellence in Engagement”?
According to an article in Forbes, a report by Wasserman found that “the peaks and valleys of media coverage [for women’s sports] undoubtedly generate viewership inconsistency, with major women’s events being broadcast much more frequently than regular season contests throughout a given season of play”.
In other words, even if tournaments like the Women’s World Cup or the Women’s NCAA March Madness Tournament continue to set and break viewership records, without consistent investment and coverage, women’s sports will always be one step behind. Closing this gap is what ‘Here to Stay’ is all about.
The ongoing success of the ‘Here to Stay’ proves that the hunger for more consistent investment in women’s sports is already here. And as we further the campaign into 2024 and beyond, continuing to push others to take action in support of women in sports, we believe that ‘Here to Stay’ will be marked as a turning point in the industry.
Objective
During the 2023 Women’s World Cup, Minute Media leveraged its premium sports content brands—The Players’ Tribune, 90min & FanSided—as well as its distribution & commercial prowess to launch a new campaign, ‘Here To Stay: It’s Not Just a Year, It’s a Movement’ focused on amplifying & supporting women in sports.
This campaign came as a natural progression of the company’s continued investment & dedication to elevating women in sports across all areas of the industry—athletes, coaches, reporters, owners, advertisers, fans & more. With over a decade of experience in the sports space, Minute Media has seen the growth of women’s sports &, through its brands & commercial dealings, has contributed first hand to this trajectory. However, even with the successes of the past few years, there is still so much that needs to be done. It was only right that Minute Media give an official name to their efforts & call upon the industry to do the same.
‘Here to Stay’ had two main goals—first to amplify & support the 2023 Women’s World Cup through editorial & commercial content, & secondly to deliver a rally cry for other brands and media organizations to commit to giving women the platform they deserve, year-round.
Strategy & Execution
In order to successfully reach both B2B (brands, advertisers & press) & B2C (established & new women’s sports fans) audiences, ‘Here to Stay’ came to life across four main tactical buckets: Marketing/PR, Editorial, Partnership & Business Development.
The brand’s marketing efforts included a press release, written thought leadership placements, a robust organic & paid social media presence featuring influencers ‘Girls on the Ball’, out-of-home placements across NYC & London, live panels at Cannes Lions & SXSW, & a bespoke event at Emirates Stadium. Minute Media brands - The Players’ Tribune, 90min & FanSided - brought ‘Here to Stay’ to their own audiences through a robust editorial calendar which totaled over 600+ pieces of original content. This included athlete-first editorials on The Players’ Tribune; new episodes of 90min’s ‘90min Talks’ podcast & ‘Make Your Mark’ video series; & the launch of FanSided’s newest women’s sports-focused social media vertical, ‘For(e)’.
Global commercial teams tapped into like-minded partners Klarna, Intuit Quickbooks, Propel, ARNG & Kia, bringing the ‘Here to Stay’ message & women’s stories to life across a multitude of projects.
To add an extra layer, Minute Media also partnered with Common Goal, an organization dedicated to creating gender equity in football, by donating to their Equal Play Effect & offering free media placements across O&O sites.
Organizations
- Minute Media
- The Players' Tribune
- 90min
- FanSided
- Girls on the Ball
Links
Featured
- Rachel O’Sullivan
- Sophie Downey
- Chloe Morgan
- Suzy Wrack
- Jacqui Oatley
- Aoife Mannionournament
Credits
Minute Media N/A
N/A
Minute Media
Rachel O’Sullivan
Influencer
Girls on the Ball
Sophie Downey
Influencer
Girls on the Ball
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
