The Keep It Up campaign, in collaboration with the UN, was organically distributed to over 17 countries and delivered over 1.6billion impressions ensuring that key COVID-19 messages got to those who needed to see them.
This campaign used sport to unite countries & inspire individuals, passing fun, hope and information around the globe. The Keep It Up campaign was launched on Instagram in May 2020 utilising Wasserman’s top-tier roster of athletes. Each sports star recorded videos of themselves keeping a ball up in the air, while discussing what they’re doing to reduce the spread of COVID-19, encouraging and inspiring their community of followers to do the same. Through a simple nomination mechanic each sports star passed the game on to 3 influential friends. The contentwas posted to athlete owned social media channels as well as reposted by the United Nations.
Wasserman’s creative response was endorsed by the UN after the organisation received more than 17,000 responses to the Open Brief. The agency conducted the campaign pro-bono & there was zero media spend. From an initial targeted launch by 10 UK & US Wasserman athletes, over 70 international sports stars & influencers participated within 3 weeks giving the campaign reach in over 17 countries and involved 15 different sporting communities including Basketball, Golf, Athletics, Cricket, Tennis, Badminton. The campaign even sparked engagement from non-sporting influencers who posted content across art, beauty, photography & lifestyle. The estimated social media impressions were 516 million along with estimated 1.116 billion digital press impressions.
