With Sky Snap (now WOW), Sky Deutschland aimed to reach new female and lifestyle-oriented audiences beyond its traditional sports market. To achieve this, I developed and implemented an activation and positioning concept at Stylight’s Fashion Blogger Conference during Berlin Fashion Week. The objective was to introduce Sky Snap to new female and lifestyle-oriented audiences and create the foundation for further growth beyond the traditional sports and TV market. Through a panel appearance, influencer collaborations and an interactive brand experience, Sky was positioned authentically within the lifestyle and influencer community.
Source: Stylight / Sky
The media industry was facing growing pressure from emerging streaming services and rapidly changing consumer behaviour. With the launch of Sky Snap (now WOW), Sky Deutschland sought to expand beyond its traditional sports audience and engage new consumer segments to support future growth.
– Increasing competition from streaming services and digital platforms
– Rapidly changing media consumption habits
– Expansion beyond Sky’s traditional sports audience
– Reaching female and lifestyle-oriented audiences
– Limited awareness of Sky Snap within the lifestyle community
The objective was to establish Sky Snap as a credible and relevant brand within the lifestyle community while positioning Sky authentically within the lifestyle environment. At the same time, Sky aimed to strengthen its perception as a more modern, accessible and lifestyle-oriented entertainment brand.
– Position Sky Snap credibly within the lifestyle community
– Reach female and lifestyle-oriented audiences
– Expand brand relevance beyond Sky’s traditional sports audience
– Strengthen the perception of Sky as a modern entertainment brand
– Generate additional reach through influencers, social media and community engagement
To engage new audiences for Sky Snap, I developed an activation and positioning program designed to introduce the platform to the fashion and lifestyle community. The initiative was implemented at Stylight’s Fashion Blogger Conference during Berlin Fashion Week, providing direct access to influencers, media representatives and highly relevant target audiences. At the same time, the program helped strengthen Sky’s positioning beyond its traditional sports-focused environment.
– Developed the activation and positioning strategy for Sky Snap
– Led implementation at Stylight’s Fashion Blogger Conference during Berlin Fashion Week
– Identified and positioned Sky presenter Lisa Heckl as a brand ambassador for female target audiences
– Coordinated and delivered all communications and activation activities within a tight project timeline
300+ Influencers &
Media Contacts
Reached at Berlin Fashion Week through Stylight’s Fashion Blogger Conference
Built an Influencer & Lifestyle Network
Direct access to new communities and digital multipliers
Influencer &
Media Relations
Established new relationships with bloggers and media representatives
Unlocked New Target Audiences for Sky Snap
Supported the streaming platform’s growth beyond the sports market
– Expanded visibility beyond Sky’s traditional sports audience
– Sky Snap positioned within a relevant lifestyle environment
– High visibility within the fashion and lifestyle community
– More than 300 influencers, bloggers and media representatives reached
– Built a relevant network of influencers, media contacts and digital multipliers for Sky Snap
– Additional reach through influencer activity and editorial coverage
– Sky presenters successfully positioned as brand ambassadors for new target audiences
– Co-branded editorial collaboration featuring Lisa Heckl and influencer Alexandra Pereira for GLAMOUR
– Live demonstrations of the Sky Snap app during the event
– Successful implementation of the activation and positioning program at Berlin Fashion Week
– Positive feedback from Stylight Founder Benjamin Günther, event partners and organisers regarding the activation concept and execution
– Generated additional reach and brand relevance through influencer collaborations and editorial coverage within the lifestyle sector
Further information and references relating to this case are available upon request.
The following competencies were applied throughout this project and reflect the core areas of my expertise.
