The Campaign

We challenged Australians to Rethink Role Models, by shining a light on our netball Diamonds, and their personal stories of overcoming adversities to make it to the top. While each story was rooted in a netball context, they explored much deeper themes that all women could empathise and identify with. These stories became each Samsung netball ambassadors ‘role model persona’ and hashtag, around which we built themed social media content for their individual channels. These included #InnerStrength #ProveThemWrong #NeverGiveUp #RiseAboveIt #WorthTheSacrifice, and have since sparked lots of user generated content that echoes the themes and hashtags.

Creative Execution

We launched at the season’s biggest game, screening our film in Sydney’s iconic Olympic Stadium to record-breaking crowds. Our launch event hosted key media influencers and even the Minister for Sports. #RethinkRoleModels tapped a cultural nerve, picking up 60.5 million impressions in just 24 hours – before any media spend went behind it. Over the following month, we pushed our content live to a mass female audience, with custom edits for Facebook, YouTube, Instagram and Twitter. Retargeting and native platform tools were used to amplify each ambassador story. We responded to questionable celebrity behaviour in real time. And used YouTube targeting to hijack poor role model searches, instead serving our more positive message. Samsung’s credibility in the netball community was cemented too, as #RethinkRoleModels Live toured Australia – from grassroots games through to the professional leagues. Importantly, we gave our netballers the recognition they deserve, airing a 60second content edit on TV.

At the time of entry, we have not yet receive brand or campaign tracking that allows us to link our activity back to the objective of driving brand affinity with women. This will be available in October. Given the volume of different Samsung campaigns in market at any one time, it is impossible to link thisbrand-building Social results (combined across all platforms, across all 6 main videos): Total media spend: AU $195,00 Total reach = 34,578,226 Total views = 5,714,601 Cost per impression = AU $0.006 Cost per view = AU $0.03 *YouTube* View through rate (VTR) = 11% *Facebook* Click through rate (CTR) = 41% (VS Samsung benchmark of 1.46%!) *Facebook* Engagement rate (Samsung brand channel) = 1.1% *Facebook* Engagement rate (netball ambassador channels) = 2.3% PR results (first 24 hrs) AU $60.5 million worth advertising audience impressions AU $6.6 million PR value 1.2 million organic reach

Netball is the highest participated female sport in Australia. Yet in mapping the total professional sport fan-base using ABS data and Facebook targeting insights, we discovered it was a tiny 130,000. What’s more, most fans were pre-teens, teens and their parents. A far cry from the 6 million 18-34-year-old women we needed to reach. Meanwhile, the Diamonds players were relatively unknown (12% awareness nationally). So our netball platform needed relevance far beyond the sport. We found that relevance in the players themselves, using their lack of fame as a springboard for the solution. Because in stark contrast to the over-sexualised and fame-hungry celebs hogging the spotlight, these netballers shine brightly with qualities we should be celebrating; talent, determination, resilience, loyalty, humility, passion. And in fact, the absence of women like them in the public eye is having a negative impact on all females, who need real role models to look up to.