See Her Greatness
Bringing visibility to women’s sports.
We’ve come a long way toward gender equality. But female athletes still struggle to get the same visibility as male athletes. One stat caught our attention: While 40% of athletes are women, they get less than 10% of the sports media coverage. As the auto brand with the largest percentage of female owners and as longtime sponsors of the NCAA, Buick decided to do something about it.
What helps people…
How did we get people to want to see women’s sports? Simple. By not showing them.
“See Her Greatness” launched during March Madness with TV spots that let you hear—but not see—some of the best moments in women’s sports history. As audio of highlights played, all viewers saw were words on the screen—such as “On April 1, 2018, Arike Ogunbowale hit one of the greatest shots in NCAA history. But you probably didn’t see it”—and a QR code taking them to a landing page where they could watch the moments they’d missed.
We kept #SeeHerGreatness trending through social (where our videos symbolically showed only 10% of the action), a TikTok challenge, takeovers at CBS Sports and Bleacher Report, an on-site experience at the Women’s Final Four and more.
The campaign no one could see ended up bringing historic visibility to women’s sports while becoming the most shared campaign in Buick’s history. Best of all, ESPN changed the Women’s NCAA final to prime time, where the game became the most watched Women's NCAA Final in nearly two decades.