The bottom line
Ensure UEFA has a presence during the 2019 FIFA Women’s World Cup to inspire young girls and women to take an interest in the tournament.
Frame was asked to create a social media campaign that would increase followers and engagement on #WePlayStrong’s Instagram account to make girls and women feel like they are involved in the FIFA Women’s World Cup – no matter where they were in the world.
We identified a mix of celebrities, footballers and influencers from the different European countries that were represented at the FIFA Women’s World Cup who would appeal to 13-25-year-old girls and women interested in football.
We wanted the celebrities to take our audience on their journey of how they were supporting the FIFA Women’s World Cup from a range of different perspectives including; on-the-ground content at a match, young aspiring girls watching at home, celebrity fans at home watching on TV, family members of players at the tournament, professional players supporting their club teammates, and professional male players advocating the women’s game.
We secured support from a diverse range of 20 influencers, including Patrice Evra, Regina Baresi, Lewis Capaldi, Vinsky, and Amelia Gething.
To make our content stand out, we created a new visual identity for our FIFA Women's World Cup related content. And this was complemented with a FIFA Women's World Cup vlog series.
To create a buzz in traditional media, #WePlayStrong took the Lost Lionesses, the unofficial England team who played at the 1971 Women’s World Cup in Mexico, to watch today’s national team play in the semi-final in Lyon against the USA.
After playing in front of crowds 90,000+ in Mexico, the 1971 team were banned from playing football when they returned and lost touch. Noting that they were recently reunited by the BBC’s The One Show, #WePlayStrong invited them to the game to show them how much the women’s game has grown since they last took to the pitch as a team 48 years ago.
The social campaign influencer generated more than 5.5m impressions and #WePlayStrong’s Instagram followers increased by 20%.The content from the influencers achieved an average engagement rate of 17%which is impressive (the average for an account of #WePlayStrong’s size is 2.8%).
The Lost Lionesses PR stunt generated mass media coverage with a reach of 931.3 million, live interviews with Sky News, BBC Breakfast, Press Association, Reuters, BBC Radio 5Live and Goal.com, with 98%of over 220 press hits mentioning #WePlayStrong.
UEFA Together #WePlayStrong x FIFA Women’s World Cup
UEFA wanted to create a buzz during the 2019 FIFA Women’s World Cup, so without tournament rights, Frame devised a social first campaign by creating an A-list festival line-up to provide a unique view of the tournament whilst keeping true to the brand and ethos of #WePlayStrong.