| Story | When Kari Traa came to us for their first ever commercial, we didn’t want to create a traditional TV spot, but saw the opportunity to elevate the brand from just another sports brand to become an advocate for girls. Kari Traa is a “for girls, by girls” brand and this campaign should reflect this. By taking a lead role in a struggle that occupies women worldwide, we wanted to show a price-focused category that it´s possible to play a more significant role in consumers’ lives. Goals • Increase positive brand perception of minimum 10 % • Create positive engagement around the brand • Develop a kick-ass commercial Strategy The founder of the brand Kari Traa, a Norwegian Olympic Moguls gold winner, is known for being a rebel both in- and outside the slopes. The brand is built on this legacy and our strategy came from Kari Traa’s own core value “for girls, by girls”. Influenced by the founder herself, the Kari Traa girls likes to stand out and show attitude. However, this comes at a price. They are regularly attacked by Internet trolls, a problem millions of girls are facing worldwide. We saw an opportunity to take on this issue headstrong and elevate the brand to become an advocate for girls. Idea In a fashion setting, we let eight brave girls bring their Internet trolls into the light, exposing them to the world at end of the runway. Proving that #NoTrollCanBreakMe and create a movement of girls standing together agains online harassment. Execution The eight girls have experienced hateful and horrible comments online. Racism, ignorance, harassment and body shaming are just a few. But despite the bulling they refuse to regard them selves as victims. They are fighting back their trolls with real girl power - exposing the trolls identity and fearlessly wearing their faces on their t-shirts. With the help of an internet security expert, we were able to find the trolls true identity and made caricatures for the world to see. A reader´s note and blog post by Kari Traa herself set the agenda for the launch before a big press release. We spread the film through SOME, and a celebrities, female athletes and Kari Traa ambassadors all came together in support for the campaign creating engagement around #notrollcanbreakme as a true girl power statement. Results In a country of only 5 million people, we really put cyber bullying on the agenda with a total of over 20.000.000 in combined reach. • 9 out of 10 Norwegians applauds Kari Traa for using her brand to fight cyber bullying • 41 % increased brand liking in the target group • Earned media value 1,2 million € (Press/TV/Radio) • Close to 600% higher engagement rate on Kari Traas Facebook page. • #notrollcanbreakme became a true symbol of strength and attitude Kari Traa is a Norwegian Sports brand is 100% made for girls and by girls. The whole production line involves only women working with all stages of shaping the product, from idea to design, production and marketing. |