ESPN

espnW Influencer Kit

Advertising

Promoting a W.

espnW has been a leading voice in women’s sports for over a decade. With the current momentum surrounding women’s sports and female athletes, they launched a new branding campaign, “That’s a W.,” defining what a W truly meant. To help roll out the tagline, we created a unique, premium gift mailing targeting athletes, media influencers, and industry leaders, including speakers at the espnW: Women + Sports Summit. The custom gift boxes made an immediate impact and are still being reprinted to this day.

CHALLENGE
When espnW geared up to introduce their new tagline and brand campaign, That’s a W., they asked SJI to help raise awareness among busy industry and media leaders.

INSIGHT
The best way to make an immediate, can’t-miss impression on the target audience was to mail something right to their door: in this case, a package filled with a selection of thematic branded gifts.

COPYWRITING
We created a cohesive copy concept tying all the gifts together while simultaneously reinforcing the new That’s a W. tagline. Each was wrapped in a bellyband with messaging such as Show us your W., Recover from your W., and Wear a W. Custom-branded tissue paper—secured by a red W. sticker—brought it all together.

“Rather than merely offering a gift, we opted for a more meaningful approach with SJI. Their expertise not only helped us tell an impactful brand story but also showcased an unmatched attention to detail.” Sereita Cobbs Senior Director, Fan Experience, ESPN

CURATED GIFTS
A range of premium gifts was chosen that would be valued by the select audience the gift box was intended for, including Hypervolt GO massagers, Polaroid NOW+ cameras, and ever-popular hoodies. Each was branded with variations of the espnW logo and tagline.

SOCIAL EXTENSION
Recipients were encouraged to post their Polaroid NOW+ images to social channels, allowing influencers to easily cross-promote the new tagline while reinforcing the overall brand campaign.

The project’s overall success has led to its continued use and reprinting, and has been a part of our continuing relationship with ESPN.