As many of you will now be aware, as part of a University module, the Sisterhood of the Travelling Pies have been analysing successful campaigns.

It has recently been brought to our attention that makeup and skin care company L’Oréal have set out their first ever influencer-led campaign, highlighting that no matter what your skin tone is there is a perfect foundation shade for you.

It is no secret that the lack of diversity in makeup is one of beauty’s biggest flaws. It is time for organisations that are there to make individuals feel pretty in their skin, to step up their game. L’Oréal have taken it upon themselves to create their new campaign for the True Match Super Blendable Foundation. The beauty based company have enlisted 23 celebrities and social influencers with a range of skin tones, to spread the word.

During the build up before releasing the campaign, L’Oréal had created foundations that match 98% of the UK’s skin tones. They then launched the #YoursTruly Campaign with the help of Cheryl Fernandez Versini, Amena Khan; the beauty blogger, AJ Odudu the fitness expert, and the philanthropist and TV presenter Katie Piper.

The use of the tagline ‘I’m worth it, you’re worth it, we’re all worth it’ has grown from the ‘because your worth it’ strap-line. This indicates that over time developments have allowed the same message to be transmitted, yet enable the ability to bring out the beauty in as many people as possible.

The campaign is running across TV, cinema, social media and online platforms, this is so it can be sure to maximise its viewers, reaching anyone and everyone in their spare time.

The #YoursTruly campaign fits in well with our blog on #thisgirlcan campaign because they both are based on a powerful message: that the fear of judgement by others in society is the primary barrier to holding women back. Wearing makeup is not about hiding yourself under layers of foundation, it’s a way a lot of women make themselves feel comfortable, or give them that extra confidence, making women feel somewhat more powerful and ready to face any situation.

The results from the campaign have been overwhelming, even though it has only been running since August 2016. Success has been determined by the sales generated, along with the an increase in engagements with the campaign and by any reactions that L’Oréal gets from the communities following the selected influencers and celebrities.



During the next couple of weeks, The Sisterhood of the Travelling Pies will be analysing the #thisgirlcan national campaign. Our task will be to create content that can be used by Manchester City Council to encourage participation for women in the Manchester community.

Campaign Magazine conclude the #thisgirlcan campaign as the British Campaign based on a powerful message: that the fear of judgement by others in society is the primary barrier holding women back from participating in sport. This fear covers concerns over their appearance, ability, or the simple fact they are choosing to spend time on themselves, rather than on their families. Tackling this fear was seen as key way in tackling the gender gap. It is a celebration of active women who are doing their thing, no matter how well they do it, how they look or even how red their faces get.

Statistics show that around 36% of school girls throughout the UK are less active because they feel like their body is on show during PE lessons, causing them to not like PE. Furthermore, one woman in every four says ‘They hate the way they look when being active or playing sport’ this illustrates that women are more likely to feel uncomfortable participating in sport than men.

Before 2015, the gender gap for sport or active leisure was 1.73 million – women to men. During the campaign the gender gap has now began to close, with around 7.01 million women taking part in sport.

There is now 24% women aged between 14 and 40 that have got back into being active. However, #thisgirlcan campaign isn’t just aimed at young girls that are pressured to have a particular body image by the media. It is directed at all women, no matter what their walk of life is. 81% of mothers with children under 15 prioritise spending time with their families than getting fit, with around 44% feeling guilty if they spend time on themselves. The campaign therefore was matured to encourage women that its about them! It’s time to no longer feel in fear of opinions of others and to embrace what they want to do and how they want to do it, without feeling judged by society.

In just over one year, over 540 thousand women had joined the campaign on social media, with over 660 thousand tweets using the #thisgirlcan tag.

Social media is an immense way for companies and campaigns to connect with their global community, even if it is only UK based. This allows potential development for campaign growth, in the future – to enable the closure of a gender gap worldwide.


There has been over 36 million views on #thisgirlcan films, interviewing girls involved. The website also has a page including content, enabling individuals to tell their story. More and more women are now finding it easier to get active thanks to #ThisGirlCan. Also, the #thisgirlcan campaign has been talked about in over 110 countries and raised £14,000 for Sport Relief.

If you want to help #thisgirlcan persuade more women and girls to get active, whatever their age, size, background or ability. Register as a This Girl Can supporter to have access to campaign materials such as photos, logos and poster templates so you can be part of the increasing numbers made by #ThisGirlCan.


British Pie Awards Announcement

Although here at the Sisterhood we are always celebrating the Great British Pie, with National Pie Week fast approaching we looked to unite with others in paying tribute to our favourite cuisine.

After joining forces with fellow blogger ‘Pie-Rate’ and entering their comp-pie-tition to judge at the British Pie Awards, we are pleased to announce that WE WILL BE THERE!

On the 8th March, the Sisterhood will be travelling down to Melton Mowbray to take our pie punditry to the next level.

We look forward not only tucking into the Country’s best pies, but meeting fellow connoisseurs that share our love for the filled pastry goodness.

Thanks again to ‘Pie-Rate’ – check out their blog here http://www.pierate.co.uk/

Be sure to check back to our blog and Youtube channel as well as follow us on social media to find out how our trip goes!


When you eat a circular pie, are you a diam-eater?

Let’s help support Eastlands Sport

The Sisterhood of the Travelling Pies have worked together to develop campaigns to promote Eastlands Sport. During this task we have had to design posters that could be displayed in tram stops, bus stops, on the side of trams and on the side of buses.

Below is examples of adshels and examples of posters for the side of a bus. Each image contains a QR Code, linking to our youtube channel and our video to help promote Eastlands Sport. For more information visit www.manchestersportandleisure.org

How does social media or a mobile app influence a sport consumer experience?

screen-shot-2017-01-24-at-19-12-20Did you know 83% of fans admit to checking social media whilst watching a game in person?

Social Media has transformed  how fast we can inform and motivate customers.  It allows any business to share their culture and personality in a targeted interaction.  Social Media allows businesses to get up close and personal with fans and customers as it offers a one – to – one relationship, increasing customer engagement to create differentiated experiences in real time (Forbes, 2015).  Social Media has an increasing influence on a sport consumer experience because it provides so much for sports; up to date statistics, communication between players and fans, and most importantly it allows you to become more educated on sports.  Businesses that get involved through sponsorships and social media promotions benefit from increased brand loyalty, however sports clubs are only beginning to appreciate the potential that social media offers.  FC Barcelona has become one of the world’s largest sports club on social media with followers to approach 150 million this year.  Over one weekend, there was 61 million web impressions of the Qatar Foundations sponsorship of the clubs shirts (Forbes, 2016). Sports clubs need to understand their social media value, and sponsors need to know want they want from it.  In motor racing, Formula E has introduced Fan Boost, where vans can vote for their favourite driver to have a power boost in the race.  Therefore, through social media, fans are having a real impact on the result of a race (Fia Formulae, 2014). Golf has also dived into social media and digital technology as they now have a dialogue with the fanbase, unlike before.  Golf is no longer a business-to-business industry selling content to broadcasters and rights to sponsors (Digital Golf Technologies). Mobile phones and tablets have allowed social media to flourish and now football stadiums like Liverpool and Manchester City, offer fans WIFI, enabling them to interact at live events. Spectators now have the ability to make additional purchases or seat upgrades from the venue.

People download apps everyday, but the truth is many of them are abandoned and not used.  Apps are now an integral part of our daily lives, with people spending an average of 30 hours per month in them.  A mobile app marketing strategy can complement a brands offline experience, drive e- commerce or simply help connect  a brand with its loyal customers (Think with Google,  2015).  Mobile apps will continue to have a growing affect on a sport consumer experience.  67% of sports fans are more likely to use Twitter to enhance their viewing experience compared to non-sports fans (Navigate Research).  Almost every sports related show or event has a hashtag associated with it and it is displayed, on screen, during the event or show.  It drives engagement and creates a relationship with the audience that had not been possible several years ago. E.g #ARSCHE.  The Sky Sports App on your phone also provides updates on a regular basis. Some sports apps enable online streaming, for example Sky Go and BT Sport, online betting like Bet365 and Paddy Power.  The majority of Premier League teams have their own Official Club Apps, where they will release updates on signings, new merchandise and have links to websites to buy tickets online for convenience.  Also, back in 2013, Burnley Football Club created a the app ‘I-Pie’. This app allows customers to buy their pies during the first half of the match ready to pick up from the counter at half time. This links well with the blog Sisterhood of the Travelling Pies, and it always explains how mobile apps are going to continue having an influence on sports consumer experience. (Who Ate All The Pies, 2013)

The growth of technology has now made social media and mobile applications crucial to sport based businesses. From ticketing softwares to optimise venue capacity, e-commerce to raise merchandising sales or stadiums being able to project different advertising boards to different world markets from the same events (Telegraph, 2015). Therefore this explains how social media and mobile apps influence a sport consumer experience.