The region-wide integrated campaign focuses on kids, their parents, and the lifelong benefits of playing sport. Rolling out across the region throughout October 2022, the campaign was supported by a free story book and activations specifically designed to educate parents, motivate children, and help them unleash their full potential through playful movement. The free storybook, which invites parents and kids to discover the benefits of sport together by combining interactive storytelling with practical advice on how to ‘plan for play’.

I operated as the connective layer between the brief and the creative execution. My responsibility was to translate initial ambitions into clear strategic direction by asking the right questions, conducting additional research, and deepening the understanding of the target audience. This included exploring demographic insights and identifying relevant local market opportunities that could inform both concept development and distribution strategy.

In addition, I supported the team by structuring and translating complex research and measurement frameworks into more digestible formats. This ensured that creatives could focus fully on concept development and execution, without being burdened by analytical or strategic complexity.

I also conducted research into influencer landscapes and supporting data insights, identifying relevant patterns, audience behaviors, and performance signals to inform how influencer collaboration could strengthen campaign reach and credibility.I also analysed influencer ecosystems and audience data to inform strategic decisions around credibility, reach, and message amplification.