Using insights gleaned from social media about the real reasons that deterred women from taking exercise, Sport England segmented messages in its "This Girl Can" campaign to make it more effective at empathising with and encouraging women to participate in physical activity.
This case demonstrates how social listening techniques can be effectively used in the strategy and planning of a campaign, as well as to track its impact.
It is published as part of the cross-industry Social Works initiative, which brings together the IPA, the Marketing Society and MRS, with support from Facebook and Twitter, to identify and share best practice in the measurement and evaluation of social media activities by brands.