World Anti-Doping Agency Influencer Marketing Campaign

ABOUT WADA

The World Anti-Doping Agency WADA approached FYI for support in utilising influencers to create awareness of their campaign ‘Natural Is Enough’, which aimed to build awareness of the dangers of anabolic steroid use among young people aged 15-24.

THE CHALLENGE

  • Effectively reach the brands target audience through influencers who have developed a following of people with interests in the brands niche.

  • Generate awareness and engagement of the ‘Natural Is Enough’ campaign.

  • Enrich the brands content strategy with great influencer content.

  • Educate the target audience about the dangers of using anabolic steroids through the trusted voice of influencers.

  • Build trust and credibility through authentic influencer-generated content.

OUR SOLUTION

  • We researched and developed organic and authentic relationships with key fitness influencers that had an engaged following which matched WADA’s target audience.

  • We invited these influencers to create content which reveals the doubts they’ve had about their bodies and how they overcame them by training naturally. The influencers invited their followers to share their workout content using the hashtag #NaturalIsEnough as well as directing them to the WADA website to learn more about the mental and physical dangers of anabolic steroids.

  • We managed the rollout of the campaign across the influencer network including personalised invitations and providing detailed creative briefs for the influencers to help with the development of their content.

  • Social media advertising campaigns were also put in place to amplify the influencer activity to key target audiences to achieve an even greater reach and drive website traffic.

  • At the end of the campaign we reported on all available metrics and we also collected all of the content that had been produced over the campaign period.

@ollierhoda Social media’s obsession with unattainable body standards can push people toward steroid use. I felt that pressure as a skinny, insecure lad, but I chose natural training. Steroids come with serious risks like acne, hair loss, mood swings, and heart problems. Join me and the Natural Training Movement by adding #NaturalIsEnough when posting your workout content. To watch more content and find out more about the risks of steroid use go to the WADA website or search #NaturalIsEnough ♬ original sound - Ollie Rhoda | Online Coach

THE RESULTS (per MOnth)

  • 16 pieces of content

  • 7.2 Million Video Views

  • 2,600,000 REACH

  • 82,000 engagements

  • £10,240 MEDIA VALUE