Buick: #SeeHerGreatness

Women make up 40% of athletes yet receive less than 10% of sports-media coverage. For Buick—a longtime NCAA sponsor whose owners are 56.1% women—the disparity was both a cultural problem and a brand opportunity. The task was not simply to celebrate female athletes, but to make audiences feel what it means when their greatest moments are absent from view.

The answer was #SeeHerGreatness: a campaign built around not showing women’s sport. Television spots used immersive play-by-play audio while withholding the action, replacing it with the coverage statistic and a QR code. Scanning led viewers to a landing page where they could watch the missed highlights. The integrated rollout added social films showing only 10% of the screen, a Twitter trend takeover, a TikTok challenge inviting women to share their own greatness, digital and print placements, high-impact CBS Sports and Bleacher Report activity, and TOGETHXR Huddles at the Women’s Final Four in Minneapolis.

The campaign generated 497 million impressions, 7.2 billion #SeeHerGreatness interactions and 1.9 million branded TikTok videos. It became Buick’s most-shared campaign; ESPN moved the Women’s NCAA Final into prime time, and the game became the most-watched Women’s NCAA Final in nearly two decades.