How we kick started Continental Tyres’ Road to Canada
Continental Tyres is an official sponsor of the England Women’s national football team. In order to kick start the build up to the Women’s World Cup in Canada later this year, Continental conducted a series of searching interviews with star players Eni Aluko, Karen Carney, Toni Duggan and Jess Clarke. The result was four empowering and deeply emotive pieces of content.
In order to build awareness of this content and ensure that it reaches the most relevant audience, Initiative have been running a pre-roll campaign using a fifteen second teaser cut of the main video. In order to encourage the sharing of the content, we are using promoted Facebook posts and tweets by the footballers themselves as consumers have a high propensity to engage with the athletes.
Inspired by the growing renaissance of the feminist movement online with Sport England’s #ThisGirlCan and Always’s #LikeAGirl, we decided to specifically target users who had engaged with these campaigns rather than simply targeting followers of women’s football accounts alone.
Watch all of the videos on Continental Tyres' Facebook page