This campaign was built on a simple but powerful idea: when we empower women—in sports, business, or our communities— it sparks meaningful change. Bank of America’s long standing partnership with the Augusta National Women’s Amateur (ANWA) gave us a unique opportunity to celebrate the incredible achievements of women amateur golfers and share their inspiring journeys to greatness. To do that, we tapped into what makes these athletes extraordinary and showed the world why they stand apart.
Objectives:
In 2024, against a backdrop of public distrust in banks and declining brand favorability, Bank of America reinforced its commitment to celebrating women’s achievements, both on and off the course. Through extensive research into the dynamics of women athletes—spanning social media behavior, broadcast analysis, and in-depth interviews—we uncovered a powerful insight: while these female athletes are fierce competitors on the field, they also uplift, inspire, and drive one another toward greatness.
This blend of competition and camaraderie not only redefines what it means to be a champion but also sets a new benchmark for women’s sports and the larger community. The Augusta National Women’s Amateur (ANWA) served as the ideal platform to highlight this transformative story, especially in an otherwise monotonous golf sponsorship landscape.
Strategic Approach
Our storytelling centered on this unique insight, amplifying the voices of five exceptional amateur athletes—Megha Ganne, Kiara Romero, Latanna Stone, Megan Schofill, and Amari Avery. Through a multi-channel strategy, we engaged avid golf fans and broader sports audiences alike, creating a campaign that celebrated their stories, resilience, and shared drive for excellence.
Execution Highlights
To achieve this, we developed a multi-channel approach designed to maximize visibility and engagement.
Overcoming Challenges
Producing a campaign of this scale was no small feat, and the stakes were even higher given Megha Ganne and Kiara Romero’s limited availability as student-athletes. We had one shot to get it right.
Key Features
This campaign stood out for its holistic storytelling, amplifying often-overlooked stories of women athletes. By combining personal narratives with a powerful media strategy, we crafted an authentic, relatable message that deeply resonated. Featuring Diana Taurasi as a storyteller added a unique layer of depth, connecting champions across golf and basketball.
Ultimately, it celebrated more than athletic achievement—it honored the perseverance, camaraderie, and shared drive that define female champions.
The campaign delivered measurable, game-changing results, proving the power of authentic storytelling and strategic channel use. By highlighting the unique stories of extraordinary women athletes, we not only elevated their voices but also achieved remarkable brand impact and engagement.
Objective: Change How People Felt About Bank of America
Results:
Objective: Highlight Empowerment and Economic Opportunity
Results:
Snapchat emerged as a star channel, driving ad awareness among key audiences:
Objective: Create a Fresh POV
Results:
Custom content on The Players’ Tribune shattered benchmarks:
This campaign didn’t just meet its objectives—it redefined them. By combining a powerful insight with innovative execution, we elevated brand favorability, connected deeply with target audiences, and set a new standard for engaging women’s sports fans. Our athlete partners even expressed how excited they were to be part of this work, noting that it has helped set a new standard for competition in the game of golf—and for one another.
