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Best in Show
Boots are being laced, coaches are making the final tweaks to team formations, and fans are buying team merch – the eighth edition of the FIFA Women’s World Cup is about to kick off in France this Friday, and we can’t wait!
Unless you’ve been living under a rock for the past few months, you can’t have missed this football tournament’s exciting campaign lead-up. While not as prominent as the men’s World Cup last year, it is potentially more important in terms of challenging the status quo.
England’s national women’s team caught our eye early with their unique way of announcing the chosen squad of 23 Lionesses. A selection of hand-picked celebrities, sports stars, and even a Royal were given the opportunity to announce each team member via an Instagram Story in May.
Prince William got the ball rolling with his video announcing captain Steph Houghton’s place within the final squad. He then passed to David Beckham and Ellie Goulding to continue the announcements.
The campaign used a team of influential people to build public awareness of not only The Lionesses squad, but also the Women’s World Cup, which in turn created wide-spread media and news coverage.
Following this unique team announcement tactic, The Lionesses’ Instagram channel released a supporting emotive video that featured England players and young grass-roots teams, with the over-arching message: “Why have one world cup, when you can have two?”
The campaign was supported by the hashtag #BeReady which has since been used across all of their marketing campaigns since. The engaging hashtag kicked off The Lionesses World Cup campaign, but also portrayed a sense of feeling and emotion that something big is coming. Are we ready? We are now!
Influencer marketing can be a great way to build awareness of a brand, campaign or an event, across social media. The Lionesses marketing team cherry picked high-profile influential people to really add leverage this campaign, and it worked. Combined with an Instagram only video campaign, that really captured the emotions of the team, on a platform that favours well with the younger generation, ensured the campaign reached the right audience at the right time.
From Lucozade changing the lyrics to the infamous Three Lions (Football’s Coming Home), to Nike’s future look into the world of women’s football and Three’s mobile national campaign to launch the lioness emoji – it’s easy to see why brands too want a piece of this growing sport.
Thanks to influencer amplification, The Lionesses successfully built unprecedented awareness of this year’s Women’s World Cup. Now the question on everyone’s lips is, will football be coming home?