The color cosmetics category is a saturated marketplace characterized by a never-ending flow of new product launches. COVERGIRL’s #GirlsCan initiative is designed to differentiate and breakthrough, by helping women and girls succeed in areas where they are currently underrepresented, including technology, engineering, entrepreneurship, media and sports. But as the NFL was under cultural scrutiny for its relationship with women, the brand needed a fresh take on its status as “Official Beauty Sponsor of the NFL.”
In America, women make up nearly half of football’s 150 million fans and one-third of the audience for sports coverage. Yet, in the 97-year history of American football, only one woman has called the plays for a regular season game and only four women have worked in a non-sideline broadcast role.
Female football fans have waited too long to be recognized and appreciated for their point of view, and as the true, passionate, knowledgeable and loyal fans that they are. And, as the Official Beauty Sponsor of the NFL, we saw a unique opportunity for COVERGIRL to change the game.
It was time to take women and their opinions off of the sidelines and prove that they can be a force in the broadcast booth. If networks refused to give women a seat behind their desk on game day, then we’d bring our own and put it right outside the stadium.
We cast, produced and broadcast the first all-female football pregame show in history – “Rantin’ & Raven” – right outside the Baltimore Ravens NFL stadium.
We engaged Lesley Visser — the first female football analyst and one of the most influential women in sportscasting history — as our quarterback. Next, we cast 15 loud and proud female football fans in COVERGIRL’s Baltimore hometown during “A Purple Evening,” an annual event for women. Then, on game day, we went live in front of thousands. Passersby could watch as our women talked football for hours leading up to the game, giving female football fans a voice louder than ever before.
With a single activation, we increased the number of non-sideline female reporters by nearly 4x. But just as important as the stats we scored was the ongoing conversation we started.