Secret wanted to position themselves as a brand that supported women’s strength. So we launched a campaign by partnering with the embodiment of strength—the US Women’s National Soccer Team. The first spot in our campaign aired on Mother’s Day and featured Abby Wambach with a simple yet poignant message, inspiring moms to empower the next generation of women with messages of strength.

The second spot in this campaign reinforced the reality that when women cheer for and support each other, the sky is our limit. “Cheer”, focuses on the power of our strength in numbers.

While in the midst of this partnership, history breaking news hit—the US Women’s Soccer Team was launching a lawsuit demanding equal pay as their male counterparts. While this spot was running, news broke of the lawsuit brought by the US Women’s Soccer team against the USO in response to the pay disparity. Secret wanted to support this show of strength, so we created a spot about ‘Equal Sweat, Equal Pay’, taking a bold stance on an even bolder issue.

We also capitalized on this powerful moment to work with the PR team to create a full-page NYTimes ad supporting the cause, along with a $23,000 donation per player from Secret to help close the USWNT’s wage gap. The effort not only resulted in a 10% lift in sales, it made headlines across the web from CNN to Refinery29 to ESPN.

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