Problem:

78% of young girls don’t want to do sports due to a lack of confidence. Moreover, because of cultural reasons in Turkey, they often struggle to express their femininity in sports.

Insight:

Surprisingly, Turkish women’s volleyball players “Sultans of the Net” are confident enough to wear red nail strengtheners.

Let’s celebrate this act and make it a strong symbol!

Turkish Volleyball Federation in collaboration with the multinational beauty brand SEPHORA presents a campaign "Girls Are Nailin' It!" that turns a red nail strengthener into a powerful movement symbol that represents Turkish girls’ strength in sports and beyond.

We reach young girls and teens through the special nail straightener at all relevant touchpoints in the beauty world of SEPHORA and with volleyball players as influencers. All touchpoints will encourage girls to join the movement and remind them that they are nailin´ it!