Pick A Pride, Back A Side

The Brief

Establish the Women's Football Weekend (24th to 26th March) as a key date in the football calendar and reach audiences that support the Lionesses but not yet the WSL, through an integrated campaign leading up to the weekend.

Campaign Execution

From our insights we know that people are more invested in the game if they support a team or group of players, however most Lioness fans did not support any team in the WSL. Thus, we created the 'Pick a Pride' campaign which invited new fans of women’s football to back a team for Women’s Football Weekend to really fill the thrill of the game. Our creative showcased how the game is all action, always moving, always brimming with energy, drama and intensity.

Across the campaign we hosted x200+ advertising sites in cities hosting BWSL matches, created x4 Social-first hero content to bring the club identities to life and the stories of the weekend’s matches, created x10 club specific pieces of social content, hosted x2 live projections which brought Pick A Pride to life in Merseyside and North London and activated x17 lifestyle influencers that attended six different matches soaking up the match-day feeling.

Results 

The Weekend broke all records and exceeded our projections: one stadium sell-out, three record club attendances and y-o-y growth in viewership on SKY SPORTS.

Over 20.000 people voted on our projection poll to decide which club would light up Liverpool and North London. The reveal of the projection results was also broadcast live on Sky Sports with players and influencers attending.