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The challenge:

How do you change young women’s perception of sport, and create a habit for life?

The solution:

BloominGirls was born; a lifestyle campaign which presents sport in a new way: in their speak, in their style, in their social set, outside of the school environment and linked with three of their top key passions; music, beauty and fashion.

The pilot event kicked off in Manchester on 23 July with a free one-day festival, giving 14-17 girls the opportunity to trial a mix of non-traditional ‘neon’ style sports set to music (Netball, Football, Hockey and Touch Rugby) with ambassadors, hot UK girl band, Neon Jungle. And by collaborating with fashion and beauty brands young women trust and love - Boohoo, Make Up Academy, Batiste and Babyliss, we rewarded them with free mini makeovers, nail art and styling sessions just for taking part.

With the support from All England Netball Association, the Football Association, the Rugby Football Union and England Hockey, who created a new version of their sport to help break down barriers for the age group – we’re planning on rolling the concept out nationally.

The result:

1.3million engaged, over 1,300 of our target audience registered (75% we believe we could effect change in), 96% felt more positive about sport, 94% said sport was more appealing than before, 80% said they intended to increase their participation.

social

Our CEO & Founder Tamara Gillan tells top CMOS how Cherry and O2 have changed loyalty and partnership marketing forever #strongertogether #greatpartnerships @cmoinspired
It certainly is #fångadagen #lifeiswhatyoumakeit #strongertogether @kopparberguk
When two fantastic worlds collide @joeandseph and @waltdisney_productions give us BFG frobscottle popcorn #greatpartnerships
Our lovely @catherineferrer getting her groove on with the locals #socialcherries
Did you know that one of today's snapchat filters is a cherry? We love it! #thecherryway #sillycherries
Welcome home to Team GB on flight BA2016, the 747 repainted with gold nose @teamgb @british_airways #greatpartnerships
Nine gold medals down in Rio, I bet Virgin Media are delighted #greatpartnerships
No more last trains home. No more nights out ending at midnight... It is here. #nighttubeiscoming @transportforlondon @timeoutlondon
That's right, it's Thurs@5 here at HQ and we've got #rio2016🇧🇷 Question of Sport
Best holiday sweets ever. Thanks @beccamartin171 we've missed you, welcome back!
Cherry London
7-9 William Road
London
NW1 3ER
T:+44 (0)20 3111 0500
E:hello@cherrylondon.com