THERE’S a lot going on in sport these days. It can be hard to stand out and catch the eye of the public and the media.
This week there has been a coach sacking in the NRL, a tribunal for a shocking act of violence in the AFL, confirmation the world’s fastest man will attempt a football career in the A-League, the retirement of one of rugby league’s greatest, the unveiling of a World Cup bid, and the sad death of a young golfer.
A lot of sports news was pushed to the side.
Among it all, tickets went on sale for the women’s international cricket series. On Tuesday night, they may have been lamenting the timing given everything that was going on and their campaign starting Wednesday.
Luckily, their players have pulling power now, so media turned out to calls around the country.
But it was their marketing campaign that ended up catching my eye.
I’d seen the video. It has a powerful tune, it has impact and stirs the emotions. Their social campaign, however, really snuck up and grabbed me.
I love a scroll through Instagram. There’s not a lot of noise, it can be beautiful, funny. If social media can be good for the soul then Instagram is where that would happen.
So it was clever that that’s where a good proportion of this campaign was aimed.
Meg Lanning popped up first. Great shot, looking serious, professional, passionate. Well shot and styled. Next came one from Ellyse Perry. Then Alyssa Healy, Ash Gardner, Megan Schutt.
All looked great. The pics kept coming. They differed. Some were the #WatchMe hashtag, some just a single word.
When it got to the point that I was like, “Righto Meg, calm down, that’s enough”, it forced me to look at her profile.
And there was the crowning glory. I checked out the others and it all came together.
It’s an engaging campaign and deserves credit for cutting through the noise for me.
Now I am just left wondering if they’ll do posts three at a time for a while to keep it together…