Her Moves — "It's Awkward"

Her Moves is Sport Ireland's platform for keeping teenage girls in sport, and the brief sat on top of an uncomfortable stat: girls drop out of sport at almost twice the rate boys do, and it's rarely about fitness. It's awkward conversations, embarrassment, not knowing who to ask. There was also a gap nobody had addressed in the existing audience: male coaches, who influence whether a girl stays or quits every single week, weren't there at all.

So instead of guessing what either group needed to hear, I looked at what they were actually typing into Google. Girls weren't searching for inspiration, they were asking "can I play sport on my period," "which sports bra should I wear," "how do I talk to my coach." Coaches weren't looking for policy documents, they wanted to know how to actually support the girls they coach. That search data became the entire content plan.

The result was two campaigns, not one. "It's Awkward," hosted by Orna Murray, played the supportive older sister girls wished they had, opening every episode with the same line: "[Topic]. It's awkward. Let's talk about it." A completely separate series for coaches, hosted by Austin O'Malley, opened with "Men shouldn't coach teenage girls... unless they know this," a hook built to stop a scroll and earn the fifteen seconds it needed to actually say something useful. The girls' series also ran two Irish-language videos alongside the English ones, which is how Her Moves ended up with teachers requesting permission to use the videos in classrooms, not exactly the usual outcome for an Instagram campaign.

Against a target of 1,000 new followers, the campaign delivered 2,557, on 219,827 reach and a 28% conversion rate. The coach series, treated as the smaller of the two audiences going in, posted a 42.2% conversion rate, the strongest of the entire campaign, proof that "overlooked audience" and "low priority audience" aren't the same thing. Across the fourteen days, the wider Her Moves community grew from 7,850 followers to just over 10.9k, close to 39% growth, and two days in, the client actually rang to check whether the campaign had accidentally been set up wrong and the spend was set too high. It hadn't. It was just working.