The PHA Group were approached by England Hockey with the challenge of targeting traditionally hard to reach 8-13 year olds, and generating excitement around the 2018 Women’s Hockey World Cup.

We identified five influencers who would help us reach our target audience and offered them once-in-a-lifetime experiences with the England Hockey team. This gave them the opportunity to create their own highly engaging video content for their YouTube channels that helped to challenge the perception of hockey and create advocates of the sport.

Results

5
YouTube influencers engaged
123,000
views, and counting
96-100%
positive commentary from our target audience
CBBC
Newsround piece taking young boys and girls to meet hockey stars Maddie Hinch and Alex Danson