Babolat - Award-winning Social Media Campaign
When international tennis superstar Li Na retired from the game, tennis brand Babolat needed a simple way for her fans to show their love and respect. The #LoveLi campaign was born.
We quickly developed a digital hub that Babolat could launch at a moment’s notice—a place where the world could celebrate the amazing career of Li Na, say good-bye, and send her personal messages. #LoveLi was born. Along with the hashtag, a unique hand sign was designed—a simple gesture that fans could photograph and post along with their own comments to Li Na. And then the dam burst. 50 million impressions in the first five days. 120 million impressions in 2 weeks. A 230% increase in Babolat’s Twitter engagement. People loved Li Na indeed.
Campaign Landing page
A social aggregator captured thousands of messages.
A capstone “thank you” video to close out the campaign
The Team
Kurt Reifschneider, Creative Director
Susan Lamb, Designer
Richard Merz, Art Director
Darren Vance, Associate Creative Director
Amy Howard, Media Strategist
Joe Huber, Media Director
Rebecca Lyman, Principal
Cliff McCloe, Copywriter
Thanks to the Seattle Addys and the Northwest Addy's which both awarded the campaign a Silver Medal.