ENCOURAGE PEOPLE TO TRY NEW SPORTS
PROJECT #1: BOXING
Coached
Brief
FORGET THE PROS
Showing people at the top of their game isn’t always inspirational — it can be intimidating, especially when you’re trying to bring new people into an already intimidating sport
like boxing.
So, we flipped the script. Instead of showcasing world champions, we created a new content IP: COACHED. A series where we take a complete novice and follow their journey as they’re coached all the way to a major milestone — in this case, their very first fight in the ring, under the bright lights.
THE COACHED SERIES
smashING THE stereotypes
We smashed boxing stereotypes by following the real journey of an up-and-coming TikTok talent
- who we partnered with coaching ace Marcus Luther (of Gogglebox fame).
From boxing beginner to ready for the ring
after just 10 weeks of training.
“YOU DON’T HAVE TO BE AN AGGRESSIVE PERSON”
IT’S NOT A
SOLO SPORT
Through the 5 x 5 minute episodes, BTS style long-form social content and special appearances from mentors Johnny Fisher and Ramla Ali’s Sister’s Club, we encouraged the new generation to reconsider everything they thought they knew about boxing and fall in love with the product.
Results
7.5 YEARS
Total watch tIme
£1 : £20
ROAS conversIon
9.3M SocIal Reach
on brand and talent channels.
863K VIews
of the YouTube content series.
70% VIEWED
on TV screens
OVER £200k In contrIbuted SALES
Following viewing the content.
£1 :£20 ROAS conversion.
ESTABLISHING A CONTENT IP
THAT INSPIRED SUBSEQUENT SERIES
The COACHED IP has since extended into running - following the New York marathon with New Balance and Hurling - exploring the sport in Ireland.
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