In 2016, Playtex Sport redefined its target audience to target solely athletic, sporty girls between the ages of 12 – 24. The brand tasked Paradigm with developing an integrated campaign to engage the target and drive product trial.
Paradigm developed PlayON Canada, an activation intended to help teen girls to “play on” by eliminating barriers to sport for girls’ athletic teams. Part of the activation included the PlayON Canada Grant Program, which awarded $50,000 in funding to girls’ high school sports teams. To communicate the program to girls in high school, the team developed branded collateral that was shipped to high schools across the country, including vending machines that mimicked the appearance of lockers (and dispensed product samples), and branded mirror clings and lesson plans. One lucky high school team had their locker room completely made over with attractive Playtex Sport branding and motivational messaging. The surprise reveal was filmed and edited into a launch video to communicate the Grant Program nationally in both traditional and social/digital media.
Feedback from the high schools was overwhelmingly positive, and the grant program received more than
which far exceeded the goal of 50 entries.