Digital Marketing, Video Production
Challenge The Ontario Cheerleading Federation wanted to improve awareness of their brand, increase registration in their sport, and highlight the athleticism and skill required to compete. OCF hired Syntax to develop a campaign to reach parents and young people, encourage registration in cheerleading, and promote a positive new narrative that better represented the sport and its impact on participants.
Our Role Syntax designed a dual-staged approach to achieving OCF’s goals. We encouraged parents and youth to consider cheerleading by creating a digital campaign which involved paid social media. This included advertising on Facebook and Instagram featuring custom messaging, compelling graphics, entertaining videos, interactive story components, and vibrant animations that showcased the fun, friendship, and camaraderie of cheerleading. The second stage of the campaign focused on dispelling entrenched misconceptions about the sport of cheerleading while illustrating the athletic authority of cheerleaders. Syntax scripted, shot, and edited a marquee video and created a series of eight vignettes for Instagram reels and TikTok which demonstrated the teamwork, collaboration, and athleticism required to succeed, while highlighting the positive effects of the sport on the lives of athletes.
Impact This campaign reached hundreds of thousands of parents and young people across Ontario. Instagram and TikTok ads provided strong returns while adhering to a modest budget, with the majority of the social media content automatically redirecting people to the OCF Gym Locator page to encourage new participation throughout the province.