"ITS HER GAME" - A SIX PART SHORT FORM SERIES.
COMMISSIONING AGENCY: DIVERSITY MEDIA SALES
CREATIVE & PRODUCTION AGENCY: SOW WORLDWIDE ( FOXGLOVE )
TALENTS: KELLY SMITH & TONI DUGGAN
CHARITY PARTNER: GOALS 4 GIRLS
CONSULTING PARTNER : KONFLUENCE
BRIEF: Inspire and empower young female footballers by breaking barriers in women's football through storytelling, mentorship, and skills development.
CHALLENGE: Despite the growing visibility of women's football, young female players continue to face barriers in media representation, financial accessibility, and societal gender roles. The challenge was to create an engaging, impactful mini-series that highlights these issues while providing inspiration, mentorship, and practical advice for aspiring footballers through a skills mentorship lens.
STRATEGY
The campaign featured a six-part digital series (2-3 minutes per episode), with the final episode bringing together professional football talent and G4G players to discuss key challenges in women’s football:
Visibility & Representation – The impact of media coverage and role models.
Financial & Accessibility Barriers – Cost challenges and limited resources in underserved communities.
Breaking Gender Stereotypes – Redefining perceptions of girls in football.
Mental Health & Well-Being – Football’s role in confidence and resilience.
Career Pathways & Role Models – Insights from Kelly Smith & Toni Duggan on careers beyond playing.
Skill Development & Confidence Building – Practical football skills and game preparation.
EXECUTION
Produced engaging 2-3 minute episodes of skills tutorial executed by professional football talents
Dynamic on-field and off-field storytelling, mixing personal interviews and skills training sessions.
Social-First Strategy: Episodes premiered on youtube, Instagram, and tiktok to maximise engagement among young audiences.
Influencer & Athlete Partnerships: Leveraged Kelly Smith & Toni Duggan's networks to amplify reach.
Community Engagement & UGC: Encouraged young players to share their own stories, fostering an interactive movement.
Grassroots & Mentorship Integration: Partnered with Goals 4 Girls to conduct workshops and mentorship sessions for aspiring footballers.
results & impact
Digital reach & engagement:
7m+ views across youtube, instagram, and tiktok.
25% increase in female football-related conversations on social media.
Higher engagement rate (4.8x) compared to previous g4g content.
Real-world impact:
Increased grassroots participation, with goals 4 girls reporting a 22% rise in program sign-ups.
Notable endorsement from leading brands and football clubs, opening doors for sponsorship opportunities.