The Football Movement

Harnessing social media to nurture an audience interested in the business of football.

Issue

UK Trade & Investment (UKTI) partnered with India On Track (IOT) to create India’s first business driven football conference, The Football Movement. As part of the Football Is GREAT campaign, the conference was focused on the potential commercial opportunities in the sport between UK and India.

For The Football Movement,a fairly new property without any social presence, there was a need to create awareness and interest in the project and it’s purpose within a very defined audience of football enthusiasts interested in the business of the sport.

Insight

The main focus of the social presence was not just to generate awareness about the conference but also to target the right people in the different phases of the campaign.
We adopted a youth first approach to garner attention from the football fans to participate in the business pitching contest and then shifted the focus to an increased reach of individuals from the industry of sports and football.

Impact

We targeted more than 4900 pepple, both youth and professionals working/interested in the business of football.
The Football Pitch – A contest to spot the best business plans around football from the top notch business schools in India and to give them a platform to showcase their idea in front of the best minds of the football world reached more than 40,000 football fans and about 30 business plans by the students.
The average engagement rate for the page was more than 11.5% at all times and on event day, the buzz generated on Twitter got more than 6900 tweet impressions and 50 mentions by the influencers of the industry.

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