Covergirl

Bringing female football fans out of the sidelines and into the spotlight

In the busy world of color cosmetics, brands struggle to find meaningful ways to differentiate themselves. CoverGirl, the Official Beauty Sponsor of the NFL, came to Jack Morton and Genuine for help amplifying their differentiating #GirlsCan initiative, which inspires women and girls to succeed in areas where they are under-represented, including media and sports.

The Insight

Female football fans aren’t taken seriously. Women want to be recognized and appreciated for their point of view, and as the true, passionate, knowledgeable and loyal fans they are.

The Solution

Jack Morton and and Genuine hosted the first-ever all-female football pregame show, empowering female fans to make their voices heard in a male-dominated field. 

After interviewing hundreds of applicants at the Baltimore Ravens stadium, we cast 15 loud, proud ladies to join Lesley Visser - the first female football TV analyst - and show the world how women talk football.

The Results

“Rantin’ and Raven” achieved beautiful results, including:

  • 27M total impressions
  • 7M unique Facebook views
  • 421,000+ organic YouTube views

Award Wins

  • 2018

    Platinum Pro Awards

    Best In Show

  • 2018

    Clio Award

    Sports, Events
    Silver

  • 2018

    Clio Award

    Sports, Social Good
    Silver

  • 2018

    Reggie Award

    Sponsorship
    Gold

  • 2018

    Reggie Award

    Experiential Marketing Campaign
    Silver

  • 2018

    Ex Awards

    Best Sports Activation
    Gold

  • 2018

    Pro Awards

    Best Sports Sponsorship
    Gold

  • 2017

    Clio Award

    Bronze

  • 2017

    Shorty Social Good Award

    Fashion, Beauty Campaign
    Gold

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