Voltarol x Channel
BRIEF
In collaboration with GAY TIMES and Channel 4, Voltarol wanted to achieve three key objectives with their 'More Than Movement' campaign: celebrate LGBTQ+ involvement in sports, demonstrate a long-term commitment to DE&I, and showcase the power of ethical advertising in driving positive sales impact.
APPROACH
Strategically develop a diverse range of content to engage with audiences across multiple touchpoints on both Channel 4 and GAY TIMES platforms. This included:
TVC - A compelling TVC, broadcast on both terrestrial TV and Channel 4's All4 online platform, premiered during Channel 4's Pride at 50 season. This ensured a broad and influential reach.
Hero Documentary - Delved into the enduring challenges of homophobia in traditional sports and the relatively recent inclusion of women in professional boxing since 2012. It also emphasised the importance of LGBTQ+ safe spaces in sports and showcased progress in supporting LGBTQ+ individuals, highlighting the ongoing need for continued support.
Social + Digital Assets - Engaging, shareable social media assets, including video cutdowns, carousels and quizzes designed to maintain a continuous and interactive online presence.
Digital Content - Articles and interviews offered in-depth perspectives to captivate the audience's interest and offer valuable insight and knowledge on LGBTQ+ representation in sport
RESULTS
Won ‘Most Effective Use of Branded Content’ at the Drum Awards 2022 and received four nominations at the 2022 and 2023 Sponsorship Awards
Since the campaign's launch, Voltarol's sales have risen by 29% year-on-year, with website dwell time rising significantly
Campaign garnered over 12 million impressions across the Channel 4 and GAY TIMES platforms, with the hero documentary amassing 100,000+ views and the TVC achieving 20.6 Television Rating Points (TVRs)
The campaign research study found the content had a positive impact on the Voltarol brand, leading to an overall increase in positivity towards Voltarol
Campaign stills
