When it comes to football, exposure is everything and the players are gods, wielding power that reaches far beyond the field. They fill our social feeds. They are our phone backgrounds, on our walls. They are part of global culture. For the male players that is…
In a world where audience equals revenue, there’s 1 big question: why is FIFA Women's World Cup getting less than 10% of the audience of men’s channels?
We embarked on a cultural change for Women's Football. We wanted to transform the football feeds into a place where future stars of the sport could be inspired by players like them, and give the players the recognition they deserve - not just for the stars but the pioneers that fought to set the ball rolling.
We gave the players a voice, giving them a place to tell the stories of effort, rivalries, achievement, and redemption. We didn’t want gender to get in the way, and as a rule of thumb we only publish content that would feel right for any established football feed.
Our social content was peppered with bigger campaigns that highlighted important events in Women's World Cup history - told from the perspective of those that created history - the legends themselves.
We’ve transformed the conversation. With every campaign we have reached millions more fans, and tripled the engagement reach on the FIFA Women's feeds - shattering the stereotypes. Over the course of the year, we reached 206M fans, created 505k new fans, and got 33.2M TY views - an increase of 166%. We grew content reach by 174% on IG. And finally, we doubled the engagement rate of all FIFA Women's content at 3.33% vs 1.28%
