This campaign aimed to change perceptions of Lucozade Sport outside its core sporting communities. It followed research that found the types of exercise people are doing is shifting from team sports to solo endeavours. Sport is also becoming more about feeling physically and mentally positive, and belonging to a community.
Audience mapping identified 32 specific 'tribes' to target, ranging from martial arts to open-water swimming, which would position Lucozade Sport as a performance partner for ‘every body made to move'.
The Movers List was launched to celebrate 50 unsung local champions who inspire communities to move more. They included Mac Ferrari, a reformed gang member who leads BMX Bikestormz with young adults; and Khadijah Safari, who started the first women-only martial arts club.
Each Mover was photographed and filmed, with the assets used on Lucozade Sport’s social channels and a dedicated website, which included a "find a class" tool. A print coffee-table book was also produced.
The research was included in a 'Movement Revolution Report', issued to the media alongside the List launch.
The launch generated more than 100 pieces of editorial coverage. Every key health and fitness outlet featured the activity. There were more than 200 organic social posts from the Movers. Cumulatively the video received more than 15m views.
The campaign was the most successful PR activity Lucozade Sport has run to date, with an 11 per cent increase in brand consideration and a four per cent rise in brand relevance directly attributable to The Movers List. The activity added an extra £1.1m to the bottom line.
A unique execution of a traditional 'influencer' campaign born from extensive insight and strategy that drove real results and engagement – brilliant work.
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