Red Agency was engaged to develop Thermoskin’s very first Community Sports Fund which would enable grass roots sporting clubs in Australia to apply for up to $1,500 in funding.
Social media 4 - Thermoskin

Overview:

The funds would help sporting clubs to upgrade their equipment or better their training facilities which in turn helped Australians participate in much-needed exercise.

Red was tasked with setting up the sports fund and additionally increasing engagement with Thermoskin’s target audience (24 – 44 year olds) and Facebook and Twitter communities.

Execution:

Red developed two Facebook Apps which allowed sporting teams nationally to easily apply for the funds, and, for Facebook fans to vote for the teams they thought were most deserving of the funding.

To raise awareness of the Fund Red contacted all Australian sports associations, community grant websites, pharmacy staff and sports and trade media.

Red also assembled a high profile judging panel including Australian netballer Bianca Chatfield, Paralympic gold medallist Richard Coleman.

To increase interest in the Community Sports Fund over the course of the program Red created engaging daily social media content to interact with Thermoskin’s target audience.

Outcomes:

  • 96 entries across all Australian states and territories (from ice skating, roller derby and volleyball to rowing teams)
  • 2,900 votes
  • 4011 new Facebook fans
  • 44% of Facebook fans comprised the target audience (aged 22-44 years) and 28% of the secondary audience (aged 44+ years)
  • 36,350 people “talking about” the Fund
  • 60 new followers on Twitter

In 2013 Red Agency was awarded an Honourable Mention in the Best Use of Facebook category for Thermoskin’s Community Fund at the PR News Digital PR Awards