• by OMMA Editors , September 12, 2021

To keep people engaged with women’s sports during the pandemic, Secret deodorant launched a content-driven social campaign. Its 60-second film, “You Can’t Pause Progress,” explained how the nonprofit Girls Leading Girls continued to inspire young athletes with remote training. Supported on Facebook, YouTube, CNN social and digital sites, campaign encouraged girls to share their own #SecretStrength videos. Results: 8M people watched film; 88K clicked through to nonprofit's website to learn more about it. Brand’s unaided awareness +29%, brand favorability +5%, purchase intent +7%.