The challenge: The WNBA had a disengaged and declining fan base and needed to create new relevance to engage new fans.
The insight: Millions took to the streets to demand women's equality, but they weren't supporting one of the pioneers of the movement.
The idea: Turn attending a WNBA game into an act of advocacy by inviting fans to Take a Seat, Take a Stand.
The execution: We brought the women's movement into the arena, where every ticket supported organizations that empower women and girls.
The impact: The WNBA claimed its voice in the women's movement, which helped increased viewership, engagement, and inserted them into culture.
First, Some Context...
It's a Man's Man's Man's World
James Brown may have written the song in 1966, but you'd be hard pressed to say that the "man's world" sentiment doesn't still apply to the world of collegiate and professional US sports today. Today, 40% of all athletes are female, yet they receive just 4% of media coverage . Google search data shows that people are 39x more likely to search for the NBA than the WNBA online . Viewership, ticket, and merchandise sales for women's teams and leagues are a fraction of what they are for men's teams. Perpetuating all of this is the continued perception that women's sports just aren't worth paying attention to.