Modern Marketing Awards Case Studies Brand Strategy

A behind-the-scenes look at Voltarol’s ‘More Than Movement’ campaign


By Awards Analyst | writer

December 7, 2022 | 5 min read

Voltarol and Spark Foundry won the Most Effective Use of Branded Content at The Drum Awards for Digital Industries 2022 for their ‘More Than Movement’ campaign. Here are the must-know details behind the campaign.

woman speaking

More than Movement / Credit: Volatrol

In May of 2022, Volatrol, the maker of a joint pain reliever gel, released a Spark Foundry-produced campaign spotlighting LGBTQ+ boxers: ‘More Than Movement.’

According to the brand, its release date intentionally fell outside of Pride month in June, because only 32% of advertisers engage with the LGBTQ+ community outside of Pride. This is to the detriment of the 84% of LGBTQ+ consumers who are seeking more engaging content and representation. Volatrol sought to be the voice for a group of athletes largely unspoken for.

The brief

In the LGBTQ+ community, the act of engaging with a cause for a short time is referred to as 'pinkwashing'. Volatrol sought to avoid that charge at all costs.

The brand wanted ‘More Than Movement’ to fulfill three objectives: celebrate LGBTQ+ participation in sports, demonstrate a long-term commitment to DE&I, and prove that ethical advertising can have a positive impact on sales.

They decided that Spark Foundry, a global media agency within Publicis Media, was suited for the task.

The idea

The team would build on the brand’s previous efforts to dismantle pinkwashing and deliver genuine campaigns. In 2021, Volatrol partnered with the Gay Times and charity Pride Sports on a long-term content collaboration to dissolve harmful stereotypes and boost inclusion in sports. In their endeavors, the group even amplified LGBTQ+ sports clubs that provide mental health services for the community.

Spark Foundry would create a documentary-style video that puts faces and names to this often overlooked community. In a video just shy of six minutes, we meet a lesbian and a trans man, both boxers who share the trials, tribulations and triumphs of their lives.

The results

Volatrol’s long-term commitment hypothesis has been proven correct. Since the launch of the campaign, the brand’s sales have risen 29% year-on-year, beating the Gay Times' benchmarks and increasing time spent on the site.

‘More Than Movement’ continues to remain relevant. The platform recently launched on the biggest LGBTQ+ platform in the world, UK Channel 4‘s Pride at 50 Season. The campaign video has been shared on Channel 4’s YouTube channel, where it has garnered over 100,000 views and counting.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Modern Marketing Awards Case Studies Brand Strategy

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