Case Study: Insurer Activates Athletes for Media Campaign
Client: PlayersVoice with NRMA Insurance
Tiffany Cromwell, Australia Pro Cyclist
Mark Knowles, Australian Men's Hockey Captain
Abbey Holmes, AFLW Star
Brief: Social Media Campaign
Connecting with PickStar:
PlayersVoice and NRMA had developed the 'One Tiny Gesture' campaign, where athlete influencers would be required to post NRMA’s animated video of former Socceroo Mark Bresciano’s iconic 2014 World Cup moment, where he helped the young on-field mascot, who was on crutches, tie his shoelace at the game between Australia and Chile.
The client was looking for athletes with a strong social media following, particularly on Facebook. The athletes needed to have an engaged following of sports fans.
After the client posted a detailed brief of their proposed opportunity through PickStar’s new online platform, PickStar worked through conflicting sponsor challenges, where some athletes were prohibited from working with NRMA due to existing deals with competitor insurers at league level.
After PickStar provided this advice, the client was able to build a shortlist of best-fit talent.
Shortlisted talent were immediately notified of the request via the PickStar automated system, and the client received immediate responses.
The client locked in three great athletes, Tiffany Cromwell, Mark Knowles and Abbey Holmes, who were all passionate about the World Cup.
In a matter of days, PickStar managed the booking and payment process, and helped the client execute the brief with the talent, which required very specific content and timing.
The video attracted around 100,000 views across the three athletes, mostly through their preferred platform, Facebook. The athletes also attracted the client's desired audience - a diverse range of sports fans. A great result with a limited budget.
Overall feedback from the campaign was excellent and positively boosted the message of small gestures going a long way.
"PickStar has created something truly valuable for the sports world - an easy to use platform, giving brands and fans access to some of Australia’s best athletes. It’s been a pleasure working with the PickStar team." - Lucy, PlayersVoice
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