Project “Running Supergirls” for the Libresse brand
Sasquatch Digital has been working with Libresse since 2015.
To build brand value communication about free activity during menstruation with an extremely narrow target audience segment:
1. Create a brand community on Facebook and keep the audience active in it.
2. Create Facebook events for every workout.
3. Set up a narrow target audience.
4. Provide publications about the project on the pages of well-known training participants.
1. Invite participants in group training sessions in the preparatory stage of Wizz Air Kyiv City Marathon 2018.
2. Ensure the personal presence of celebrities close to the target audience at sports activities.
3. Provide photo and video shooting on training days.
4. Organize support on the day of the race (equipment of fan zones, accompaning of the brand’s sports team).
Women from 18 to 45 years old, residents of Kyiv, who are interested in sports, healthy eating, and an active lifestyle, are ready to join the brand’s offline events and actively form a community of like-minded people, who share brand’s values.
The Libresse team participated in the Wizz Air Kyiv City Marathon 2018 to reaffirm their key message: menstruation is a natural process in a woman’s body that will never become an obstacle to her victories and self-realization. But at the same time, the brand helped girls to know themselves better and take care of their bodies.
To do this, together with the Run Ukraine organization, Libresse organized open running training for everyone.
Sasquatch Digital attracted celebrities to join. They were happy to train with the rest, and share branded warm-ups and the secrets of staying active.
The project “Running Supergirls” became a unifying platform and source of information for the participants on Facebook, created separately from the key brand page.
We have developed: content strategy and design, the tone of communication, the rubricator, thought out the frequency of interaction with the audience and set up a target for promoting the page and each event.
We inspired women to run with us and personally charge the participants with positive such influencers as Anna Dobrydneva, Katro Zauber, Olya Tsibulskaya, MamaRika, Maria Vinogradova, and Polina Logunova.
The agency’s production team provided photo and video recording of each training day: sunny October Kyiv, every smile and hundreds of pleasant moments.
It was posts with photos and video reports that became the most sought-after content of the project due to organic distribution by the participants of the filming.
Dealing with amateur sports audiences requires expertise both in sports and in medicine: users want to know how exercises affect the body, how to work with weight loss, how to warm up properly, and what to wear for a comfortable run.
To meet these requirements, we have armed ourselves with a pre-arranged Q&A prepared together with subject matter experts. In addition, the day before the event, the moderator of the agency switched to the “help desk” mode to clearly explain how to get from anywhere in Kyiv to the training site, and answer other organizational questions.
publications with hashtag #біговісупердівчата
minutes — average response time to a user
thousand people were covered throughout the campaign
km ran across Kyiv in 6 pieces of training
thousand people covered on the project page
thousand likes under the posts of influencers
ER Reach
CPA in $
CPM in $
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