Women’s football has unfortunately always existed in the shadow of the men’s game and when we found out that Channel 4 would be broadcasting Euro 2017, we wanted to change that! Expectations of the women’s team were high and in contrast to the men’s team, this time we actually had a chance of winning!
Across social I wanted to be across as many platforms as possible, with as many assets as possible. The idea was to try out a mix of different creative executions constantly in the lead up to the games and also throughout the tournament. The goal being that if you were on social media, you would be seeing or hearing about the football, hopefully driving the feeling of FOMO for those people that tried to ignore it.
We launched assets across Facebook, Twitter, Instagram and Snapchat, using a mix of video, animation and filters. Utilising a large team of different skills we managed to make over 40 creative assets changing perceptions and driving intention to view, with England vs Holland becoming the most watched women’s football match ever!