Serena’s Circle
Client – LincolnAgency – Hudson RougeRole – ACD / ADResearch shows that by age 14, girls are dropping out of sports at twice the rate of boys. Many due to a lack of positive role model.
So we turned Superstar and Lincoln Brand Ambassador Serena Williams into a mentor by hacking Instagram’s ‘Close Friends’ feature, creating a closed, private group for young female athletes.
We connected Serena Williams to young female athletes across the country by hacking Instagram’s ‘Close Friends’ feature.
Her ‘close friends’ became a private group where Serena could directly mentor young athletes across the country.
The program generated substantial media buzz and was met with a wave of positive sentiment.
“Serena my 12 yrs daughter looks up to you. She admires your strength , your commitment, confidence etc..... I don't choose a better role model for her. Keep it up! You don't have to wi anymore anything, you are already the greatest and the best of the best”
— @jrobi885
“By the age of 14 I was a mom. I tried my best to stay in school and ended up dropping out. Mentorship is so important. Shout out to my mentor @nytotheend who I meet when I was 16 years old. She gave me tools that I use to this day. One of the main tools was belief. She believed in me and for that I am FOREVER GRATEFUL ❤️ @serenawilliams thanks for giving back. Because of my mentor, I did complete college and now I'm on a mission to break the poverty cycle in my family”
— @795andcompany
“This is so cool. My parents didn’t support me and made me quit when I was about to go pro. I wish I have had someone to back me up.”
— @noor_ch75
“Love that idea..omg...you going to give of yourself more when the next person might just want quiet time in the car...lol...this is what makes you so awesome...#gottaloveolympia'smom💗💗”
— @shedreamedit_shedidit7
“This is so true! I stopped playing basketball 🏀 at 13ish. I had practiced all summer & improved a lot. The mean girls weren’t happy w/me & put me in my place. I stupidly backed off & played less & less until I quit. I had many other negative factors in my life at that time as well. Regarding the mean girls, I learned much later that they didn’t matter one bit and to never let anyone dull my shine. Just focus on your game - if you love the game, never stop playing ❤️”
— @wahnsunnig
“Single father of two girls. I want my girl’s future to bright with much support. Thank you for being a great role model and inspiration!!!”
— @jasperve
CCO – Jon PearceACDs – Stephen Wright, Caspar Bock