Babolat #LoveLi Global Social Media Campaign
When international tennis superstar Li Na retired from the game, tennis brand Babolat needed a simple way for her fans to show their love and respect. The #LoveLi campaign was born.
We quickly developed a digital hub that Babolat could launch at a moment’s notice—a place where the world could celebrate the amazing career of Li Na, say good-bye, and send her personal messages. #LoveLi was born. Along with the hashtag, a unique hand sign was designed—a simple gesture that fans could photograph and post along with their own comments to Li Na.
In the video below, you'll witness a historical re-enactment of all of us creating the campaign (although I don't think I was wearing that shirt and I'm pretty sure I don't look that bald in real life.)
Watch the case study video.
We created a landing page to announce Li Na's retirement and gave instructions for sharing.
We encouraged Li Na's fans to show their love by sharing this hashtag and hand symbol.
The landing page also collected and displayed the global #LoveLi social feed.
Short, easily shareable video clips accompanied sponsored media posts.
A capstone social media video
The Garrigan Lyman Group #LoveLi Team
Kurt Reifschneider, Creative Director
Susan Lamb, Designer
Richard Merz, Art Director
Darren Vance, Associate Creative Director
Amy Howard, Media Strategist
Joe Huber, Media Director
Rebecca Lyman, Principal
Cliff McCloe, Copywriter
Thanks to the Seattle Addys and the Northwest Addy's which both awarded the campaign a Silver Medal.
