Purpose-Driven Storytelling: Inside MG Empower’s Activation with Persil x Arsenal

The Power of Purpose-Driven Marketing in Persil x Arsenal Activation

Sports and stains go hand in hand – mud, sweat, grass marks, all worn as badges of pride. But one stain has been left out of the conversation for too long: periods.

At MG Empower, we don’t just build campaigns; we engineer immersive cultural moments that drive engagement and shift perspectives. Recently, we partnered with Persil UK and Arsenal Women’s Football Club for the ‘Arsenal Every Stain Experience’ with the event acting as the launchpad for Persil’s new campaign “Every Stain Should Be Part of the Game.” This was a strategic activation designed not only to amplify brand messaging but also to challenge outdated stigmas around period stains in sports. 

Set on matchdays in Arsenal’s iconic Emirates Stadium, this initiative was a bold and tangible demonstration of how purpose-driven marketing can create lasting social impact.

From Activation to Advocacy: Crafting a Multi-Layered Experience

As an agency, our goal is to turn every activation into an ecosystem of influence – bridging offline engagement with digital amplification. The ‘Arsenal Every Stain Experience‘ was designed to go beyond the moment inside the stadium to ignite ongoing conversations across communities, leveraging influencer marketing in sports campaigns and strategic creative execution.

Here’s how we made it happen:

– Creative Strategy & Concept Development – Ensuring every touchpoint aligned with the campaign’s purpose-led mission.
– Full Production & Execution – Designing and bringing to life a fully immersive experience that engaged fans and sparked conversation.
– Influencer Management – Curating and managing top-tier talent to amplify the message across digital communities.
– Experience Design – Crafting interactive brand moments that connected with audiences both inside the stadium and beyond.

By integrating strategy, creativity, and influence, we didn’t just deliver an activation—we created a movement.

Game-Day Experience: A Deep Dive into the Activation

The experience was meticulously designed to engage guests from the moment they stepped into the Persil VIP Box at Emirates Stadium, ensuring that every detail reinforced the campaign’s core message. Our guests – an exclusive group of influencers, creators, and changemakers – were carefully selected to amplify awareness and drive meaningful conversations within their communities.

• The Every Stain Game –  An interactive icebreaker that split guests into teams for the Red Card Challenge, designed to spark conversation around period stigma in sports. Guests placed ‘Period Pantone’ red cards on a striking visual wall, symbolising the spectrum of period stains and reinforcing the message of inclusivity in sport. 
• Immersive Branding & Decor – The space was designed for full brand immersion, featuring hard-hitting statistics, campaign visuals, branded blankets, cups, cushions, and digital screens displaying campaign content and behind-the-scenes material.
• Interactive Wall – A key engagement piece that invited guests to leave personal messages of encouragement for young girls hesitant about continuing in sports, reinforcing advocacy beyond the event.
• Photo Moment – A washing machine-themed digital frame activation created a fun, shareable experience while keeping the stain narrative at the center.
• Beth Mead’s Stained Kit Display – A centrepiece of the activation, the England and Arsenal star’s actual match-worn stained shirt, boots, and socks were framed as a powerful visual, highlighting the campaign’s message.
• Educational & Awareness Elements – Guests engaged with thought-provoking facts, including a statistical challenge, where they answered questions on how period stigma impacts girls in sport, visually reinforcing the campaign’s urgency.

Leveraging Influence for Cultural Change

Our approach at MG Empower goes beyond traditional marketing. By integrating storytelling, education, and influencer advocacy, we enabled Persil to launch the campaign in an impactful way while connecting with the audience on a deeper level. Founder & CEO Maira Genovese reflected on the activation’s significance:

“With Persil, we knew the creative and influencer strategies were critical to this campaign’s success given its integrated nature. But beyond marketing impact, the purpose behind the concept strongly aligns with our values. We’ve all been truly inspired by the cultural relevance of this project.”

This campaign exemplifies how brands can leverage cultural conversations to create meaningful, long-term engagement. As the launchpad for Persil’s official campaign, The Arsenal Every Stain Experience set the stage to position Persil as a champion for inclusivity in sports while demonstrating the power of purpose-led brand storytelling.

Beyond the Activation: A Blueprint for Purpose-Driven Marketing

The impact of ‘The Arsenal Every Stain Experience’ extends far beyond the stadium walls. As the official launch of Persil’s “Every Stain Should Be Part of the Game” campaign, this activation set the foundation to increase awareness, start important conversations, and challenge outdated stigmas in sports.

It serves as a powerful example of how brands can harness influence, creativity, and cultural relevance to drive meaningful conversations. By tackling real issues that matter to communities, brands don’t just market their products – they become part of the cultural dialogue, shaping perceptions and driving long-term change.

This activation has demonstrated that storytelling, when executed with authenticity and purpose, has the power to reshape narratives. As purpose-led marketing continues to gain momentum, brands must look beyond visibility and towards impact – ensuring their presence in cultural conversations is not just heard but felt.

From Strategy to Impact: How We Build Purpose-Driven Activations

This project is a testament to how strategic activations, cultural expertise, and integrated marketing can bridge the gap between brand purpose and consumer engagement. 

From creative strategy and concept development to full-scale production, influencer management, social, and digital amplification, we bring brands into the cultural dialogue in ways that resonate, engage, and deliver measurable impact.

Ready to create a purpose-led activation that moves the needle? Let’s make it happen. Get in touch today to see how our integrated marketing expertise can help your brand drive meaningful engagement and lasting impact.