CASE STUDY
Red Roses x Arlo Parks - Unapologetically Strong
THE BRIEF
Ahead of the Women’s Six Nations, Run was briefed not only to generate media coverage but to help England’s Red Roses build a stronger emotional connection with new and youth audiences. The goal was to establish the team’s place within the wider cultural conversation around women’s sport by developing the 'Unapologetically Strong' platform, positioning players as cultural icons redefining strength, visibility, and confidence for women and girls.
Activity
- Cultural Cross-Over Partnership: Proposed a creative initiative bringing together music and rugby, brokering a joint activation with RFU lead partner O2 and Mercury Prize-winning artist Arlo Parks.
- Player Focus Groups: Worked directly with a focus group of Red Roses players to test and evolve the creative concept, building their engagement and personal investment.
- Spoken Word & Content Suite: Secured Arlo Parks to write and perform an original spoken word piece in partnership with the Red Roses.
- Lifestyle Media Pitching: Created a suite of creative assets and pitched them as a package to top-tier lifestyle media, featuring key Red Roses players as spokespeople.
112
pieces of coverage
14.4 million
coverage views
80%
coverage in lifestyle and non-sport outlets
Results
- Delivered 112 pieces of coverage, including 31 broadcast placements and 14.4 million coverage views.
- Successfully hit the key campaign KPI, with over 80% of total media coverage achieved in non-sporting and lifestyle publications.
- 97% of relevant coverage included a direct ticketing Call-To-Action (CTA).
- Achieved 100% positive sentiment across all editorial and social content.
