Creating the first-ever all-female football pregame show with COVERGIRL

CoverGirl:

The challenge
In America, women make up nearly half of football’s 150 million fans and one-third of the audience for sports coverage. But when it comes to media coverage, their opinions are left on the sidelines. In the 97-year history of American football, there has been only one woman who has called the plays for a regular season game and only four women total who have worked in a non-sideline broadcast role.

COVERGIRL believes “Girls Can” and aims to inspire women and young girls to succeed in areas where they are under-represented, including sports. We saw a unique opportunity using the brand’s partnership with professional American football to help women and young girls break into a male-dominated field.

The marketing objective was to drive advocacy through social sharing to amplify the activation. But the ultimate objective was to turn a long-standing “can’t” into a “can.” Because COVERGIRL knows that with every barrier we break, the world gets just a little bit easier for the next girl — and a little more beautiful for everyone.


The idea 

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. And with that, “Rantin’ and Raven,” the first-ever all-female football pregame show, was born and broadcast live in front of thousands of fans.

The experience
We needed a strong voice to lead the charge so we engaged Lesley Visser—the first female football analyst and one of the most influential women in sportscasting history. To join Lesley on set, we cast 15 loud and proud female football fans in COVERGIRL’s hometown of Baltimore during “A Purple Evening,” an annual event for women. Then on game day outside the stadium, we went live. 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.

Results

27Mimpressions
7M%unique Facebook views
421Korganic YouTube views and counting

This has received a Bronze Clio Award in Branded Entertainment – Event/Experiential!

With a single play, we increased the number of non-sideline reporters by 375%. The teaser alone received more than 7M unique Facebook views and 27M impressions reaching a total of 52% of the COVERGIRL Facebook audience. We also scored 17K+ on-site impressions across the two activations and have gained 421K organic YouTube views and counting. But just as important as the stats we scored was the conversation we started. So while we’re proud to have made a 375% gain, we know we have many more yards to go.