michelob ultra
support women's sports
The gender pay gap in sports is real, and the source of it is the lack of visibility for women's sports. Women's matches don't get the same media coverage as men’s, which means women athletes don’t get the funding and sponsorships they deserve.
In 2021, Michelob ULTRA made the decision to truly start supporting women's sports, which meant they needed to take a new approach to their social content as well.
change the stat
Despite all the research and info at our fingertips. scrolling through Twitter inevitably leads you to people denying the gender pay gap in sports. That's why, we created this series that highlights sobering truths in sports media and the industry at large.
women's sports weekly
27% of people say their main barrier for not watching women's sports is lack of knowledge of when the sporting event is on. That's why we created Women's Sports Weekly on Instagram and Twitter. Every week since August 2021, we update fans on what's scheduled for the week and where to watch.
biggest basketball fan
Many self-proclaimed basketball fans think that basketball begins and ends with the NBA. We saw the WNBA finals as an opportunity to set the record straight with a cheeky but powerful bait and switch.
We asked people to prove their basketball superfan status by answering trivia, but would keep our questions deliberately vague and not specific to either league. For anyone dropping answers only about the NBA and ignoring the WNBA’s history, we responded 1:1 and hit them with the complementary WNBA record.
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Role: Social concept development, copywriting