The One Show
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Save it See it
Agency GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles
Category
Social Media
Annual ID
OS22_CU002G
About the Work
To bring equal joy to sports we needed to get more eyes on women’s sports. So we turned to social media and uncovered a little known fact: the algorithm prioritizes your saves to suggest new related content in your Instagram feed. That little save icon is an extremely powerful visibility tool and it happens to look just like our Michelob Ultra logo. By leveraging brand recognition and hijacking existing technology and algorithms we could bring much-needed visibility to women athletes. Because if you save women’s sports content, you’ll see more women’s sports content. That’s how Save it, See it was born.
To launch, we partnered with women athletes for a wide ranging campaign that included a TV spot and of course, a targeted social media campaign. Our film featured an all-star team of real athletes, including WNBA MVP allstar Nneka Ogwumike, Cece Telfer, the first ever transgender NCAA Champion, and ESPN Analyst Andraya Carter. On Women’s Equality Day, these athletes and many others used their Instagram platforms to launch the Save It See It movement, encouraging everyone to hit save on women’s sports content.
The movement resonated with our audience and many of the world’s top athletes who joined our cause, including Serena Williams, Anthony Davis, and Alex Morgan. In fact, the film became our most saved Ultra post ever, and led to a 12,000% increase on our average number of saves, 223 million earned impressions, and 5.2 million views. It also started a conversation around the importance of visibility for women’s sports, garnering coverage in outlets like Forbes, CNN and People, and ultimately got a whole lot more women’s sports content in the feeds of everyone who decided to Save It See It.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
GUT / Miami
PR / Marketing Agency
3pm
Production Company
Loveboat / Los Angelos
Music / Sound Production Company
Canja Audio Culture / Curitiba
Animal Music
Post Production Company
Cosmo Street Editorial
Editorial Company
Cosmo Street Editorial / Miami
Art Director
Willow Ennen
Copywriter
Andrew Gonzalez
Executive Creative Director
Ariel Abramovic
Bruno Acanfora
Brynna Aylward
Juan Javier Peña Plaza
Ricardo Casal
Producer
Solana Froment
Account Director
Akoma M’ba
Account Executive
Laila Houser
Associate Creative Director
Alexander Allen
Andy Tamayo
Cara Johnson
Lauren Cooper
Chief Operating Officer
Paulo Fogaça
Creative Chairman
Anselmo Ramos
Head of Production
Renata Neumann
Project Manager
Vanessa Rodriguez
Senior Producer
Denisse Ramirez
Strategy Director
Bruno Steffen
Will Ramos
Chief Client Officer
Carmen Rodriguez
Chief Strategy Officer
Fernando Ribeiro
Content Director
Samantha Lemoine
Creative Manager
Cristina Cornejo Ayala
Junia Parodi
Editor & Motion Designer
Nicolás Fernandez
Head of Art
Guido Fusetti
Junior Art Director
Tarahgee Morris
Junior Copywriter
Jasmine WIlliams
Management Supervisor
Manuela Castro
PR Lead
Jessica Thorpe
Senior Marketing Director
Christopher Jones
Talita Andrade
Vice President of Marketing
Ricardo Marques
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