Context and Objectives

Volleyball is a sport characterized by strong gender equality among fans: 84% follow both women's and men's volleyball, and 61% want greater inclusivity in professional sports.

DHL, the jersey sponsor of the Italian National Volleyball Teams, has chosen to use volleyball as a vehicle to communicate the values ​​of diversity, sustainability and inclusion, which are an integral part of its corporate culture.

To do so, it created the #FacciamoSquadra project, with the aim of showing the unique emotions that only the National Volleyball Teams can give, involving fans and strengthening the link between sport and social values.

 

 

Strategy and Implementation

World Funk Pictures developed the project's content:

1. Production of thematic video content

• Video content for the National Teams' and DHL's Instagram channels was created, to celebrate their partnership in favor of a more sustainable world.

• Some videos show players traveling on a DHL electric vehicle, a symbol of the commitment to a greener future.

• We also carried out a social experiment in a DHL store through a candid camera that playfully told the team spirit of volleyball, underlining the value of inclusion, central to both partners.

2. Active involvement of fans

• During the matches of the men's and women's national teams, we created and published over 200 Stories on Instagram.

• The contents made the fans an integral part of the event, allowing them to experience the match even from home and to feel involved in the festive atmosphere of the arenas.

 

Results and Impact

• Strengthening of DHL's brand positioning, which associated its name with the values ​​of diversity, inclusion and sustainability in the sports context.

• Wide participation of fans, who actively interacted with the contents published on social media, increasing the brand's engagement.

• Visibility and diffusion of the message, with a strong impact on the public thanks to the emotional and authentic contents.

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Conclusion

The project has demonstrated how sport can be a powerful vehicle for social and environmental values. The collaboration between DHL and the Italian Volleyball National Team has allowed the themes of inclusion and sustainability to be told in an innovative and engaging way, creating an authentic connection between athletes, fans and brands. The integration of sport, social media and storytelling has proven to be a winning strategy to convey positive messages and inspire an increasingly wider audience.

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