ESPNW
espnW wanted to launch their brand across social media, so we created 98 Days To Shine: a campaign that connected women of all ages to the brand through their shared passion for sports, all summer long.
For 98 days, from Memorial Day to Labor Day, a photo challenge was posted on Instagram, Twitter and espnW.com. The integrated campaign put real fans in the spotlight and inspired them to shine every day of the summer using the hashtag #98DaysToShine.
By Labor Day, the campaign had exceeded expectations, with 98 winners in 30 states, and nearly nine thousand user-generated photos. The hashtag 98 Days to Shine reached over 17 million users and increased espnW’s social footprint 7,500% on Instagram. Most importantly, the campaign succeeded in creating a community of women and espnW loyalists.
The campaign concluded with a reception at a Soho gallery, where select entries were displayed.
