London Sport: #LDNMovesMe
Create a social movement to inspire and celebrate Londoners getting active.
London Sport has a mission to inspire 1,000,000 Londoners to be more physically active by 2020.
They came to us with the challenge of creating a campaign to ignite more activity in the city over the summer of 2017.
We created #LDNMovesMe, a movement driven through social media, inviting Londoners to share all the different ways they use to city to get active, through Instagram, Facebook and Twitter. The campaign tapped into Londoners’ sense of pride in their corner of the city, and their innate desire to share and celebrate content.
A brand was created, along with a website that pulled in social content, acting as the “inspiration hub” and signposting people to a whole host of sport and activity opportunities across London.
To launch the movement, we hosted an exclusive training session at The Chainstore Parkour Academy, inviting media, influencers and partners to take part in an introductory parkour session. This delivered immediate impact, with coverage on BBC London, Sky News and the Evening Standard, along with influencers and partners delivering dozens of social posts during launch week and beyond. Paid social was used to amplify hero social content, reaching even more Londoners and celebrating users whose posts had best encapsulated the campaign message.
All of this kick-started #LDNMovesMe as a genuine social movement, inspiring a city to get more active.
Earned media with a reach of over 4.5 million
351 uses of #LDNMovesMe in the first 100 hours since launch
#LDNMovesMe No.2 trending topic on Twitter during the launch
Over 5 million total social reach in the first two weeks of the campaign