On 8 March 2018 – International Women’s Day – Stanley Black & Decker announced Stanley as an “Official Partner of FC Barcelona Women”. The campaign, which centered around a video featuring key FC Barcelona Femini players, allowed Stanley, a tools company, to engage with a broader audience.
At the heart of the campaign was a video of FC Barcelona Femini players including Toni Duggan, Vicky Losada, Lieke Martens and Laura Rafols Parellada speaking about some of the challenges and stereotypes they have faced while pursuing their dreams of becoming professional football players – and how they pushed through them to accomplish their goals.
Objectives
The objectives of the campaign were to announce and generate awareness of Stanley’s partnership with FC Barcelona Femini, as well as to reinforce the position of both organisations as sensitive to social values such as gender equality and women empowerment.
Activation
Activation was achieved through a variety of avenues. Content creation was centered around a 90-second video with the team players, which was achieved through access to one-to-one interviews, practice sessions and FC Barcelona’s database. The video with translation and subtitles in English, Spanish and Catalan was distributed on FC Barcelona Femini’s social media accounts, FC Barcelona’s global accounts and Stanley Black & Decker’s social media accounts and digital channels, and a joint press release was distributed to media, especially in Spain and the United States. The launch of the campaign on International Women’s Day added further relevance and opportunities to share the content.
To further increase the impact of the video, a paid campaign on Facebook was completed, targeting women across Europe. With a budget of EUR2,000, the campaign targeted women aged 18-65+ interested in football and women’s football.
Evaluation
Stanley Black & Decker has been the Official Tools and Security Partner for FC Barcelona’s men’s team since 2014 and the partnership has been activated multiple times through various campaigns across hospitality, events, digital and merchandising. However, the campaign with FC Barcelona Femini gave Stanley an opportunity to reach and communicate with a more diverse fan base – women – and one that the brand typically does not engage with. The campaign demonstrates how an existing partnership (FC Barcelona and Stanley Black & Decker) can be taken to the next level by broadening its scope (FC Barcelona Femini).
The campaign generated over 2.5 million views and over half a million impressions across all Stanley and FC Barcelona social media channels in seven days, with almost 252,000 interactions across various media types (Twitter, online news, blogs, newspapers etc.). An unusually high positive sentiment generation of 95 percent was achieved.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
