CASE STUDY
FIFA Women's World Cup 2023
THE BRIEF
We were brought in to devise & deliver an impactful media campaign to connect National Lottery players and broader mainstream audiences with the significant investment that has transformed women & girls’ football in the UK across all levels.
Our activity was designed to deliver against our objectives of high-impact media output – with a focus on National broadcast – working with relevant talent who had an authentic and credible connection to The National Lottery.
Activity
- Delivery of 10x high-quality ‘made for media’ events spanning the nation.
- The One Show’s ‘Lionesses special’ with former Lionesses Ellen White & Rachel Yankey discussing the impact of The National Lottery on the game.
- Creation of engaging video content shared across all talent socials & editorial media platforms.
- 3x BBC Breakfast takeovers during the tournament.
- PROUD! image welcoming the Lionesses home captured & behind-the-scenes content carried far & wide, including across MailOnline & its social channels, as well as hosted on ambassador channels.
- Delivery of an exclusive column with Ellen White & MailOnline.
741
Positive pieces of coverage
205m
Combined circulation
25m
Organic social reach
The Results
- Contributed to The National Lottery achieving one of its highest levels of positive brand buzz in the last decade, as measured by YouGov.
- 741 positive pieces of coverage, with a combined circulation of 205 million.
- Extensive, national media coverage – featuring every day on every major TV, radio & online news cycle during the Women’s World Cup.
- TNL branded content posted on third-party / partner social channels achieved an organic reach of 25+ million.
