This Girl Can: How insights kept This Girl Can thriving in the face of declining budgets

This Girl Can, a long-term Sport England campaign that aims to inspire women and girls to be more physically active, adapted its strategy over eight years to accommodate shrinking marketing budgets.

Introduction

Annual budgets are now just 7.8% of the original investment 8 years ago.

A headline that is likely to put the fear into any marketing professional. But in a world where agencies are constantly being asked to do more with less, there is reason for hope. This Girl Can demonstrates that it is possible not only to build a brand but also to sustain it in the face of declining budgets if you are confidently led by insight. This approach has enabled This Girl Can to evolve, to tap into culture (even lead it), driving relevance and inclusivity to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands