Case Study: Female Athlete Booked for Samsung Video & Social Media Campaign
Marketing agency Leo Burnett used PickStar to book gold medallist Rugby Sevens star Charlotte Caslick for a viral video and social media campaign for Samsung, encouraging young people to study Science, Technology, Engineering and Maths (STEM).
Client: Leo Burnett & Samsung
Talent: Charlotte Caslick
Brief: 'Creators Wanted', Video and Social Media Campaign
Connecting with PickStar
Leo Burnett contacted PickStar hoping to connect with Charlotte for a campaign on a tight deadline. We assisted the agency with the initial athlete brief and put it to Charlotte and her team. The campaign brief continued to evolve up to the day of the shoot which required us to be in very close contact with both Charlotte and her team, along with the agency, to ensure that everyone was fully aware of their expectations.
Like most professional athletes Charlotte has a busy training schedule which made finding a time for a video shoot and campaign a challenge. At one point, it appeared she wasn’t going to available after a schedule change. So, we arranged other athlete options for the agency as a plan B, to ensure the strict deadline would not be disrupted.
With everything going to plan, Charlotte was given the final brief and connected with the Leo Burnett production and social teams to execute the campaign.
We also oversaw delivery of the payment and other incentives on the athlete’s behalf.
The client’s goal was to partner with a reputable, emerging young sports star who could inspire a youth target audience.
22-year-old Charlotte was the perfect candidate, fresh from winning a gold medal with the women's Rugby Sevens team at the Rio Olympics and was named Australia’s Women’s Sevens Player of the Year in 2016.
The Campaign: 'Creator's Wanted'
The campaign, 'Creators Wanted', was developed by Leo Burnett and production studio The Woolshed Company for Samsung and Questacon to close Australia’s STEM skills gap. Their aim was to show students how skills in STEM matter across all industries and future career paths.
Charlotte was asked to appear in a video for the campaign where she was seen testing out a 'self-retrieving ball'. There was little information about the product, but it appeared to show the ball returning to Charlotte with the touch of a button.
Following more than 40,000 views on YouTube, over 220,000 on Facebook and international press coverage, it was revealed that the ball hadn't in fact been invented yet.
The message to young people was that this is the kind of work they could be involved in, if they decide to pursue a career in STEM.
Charlotte was one of three influencers from different segments involved in the campaign. Check it out here.
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