Red Bull endorsed Brazil captain Neymar Jr to engage the global 16-to-25 football market. After conceiving ‘Neymar Jr’s Five’ as a new way to play five-a-side football, we were appointed as a strategic growth partner to bring the brand and event to life through digital and social growth strategies.
Our objectives included:
Build Neymar Jr’s Five brand and community across Facebook and Instagram
Drive growth and participation among the 16-to-25 demographic
Liaise with 63 countries to provide localised content and strategies
Measure and provide monthly reports on results and KPIs
With the overarching theme of ‘outplay them all’, social sits at the heart of our strategy for acquisition and organic growth. We deliver a strong content and engagement strategy to grow awareness, drive fan engagement and facilitate participation in key global markets.
Calendar planning is key. It enables us to co-ordinate content output and community management globally. Using available content libraries as well as WePlay’s in-house creative studio, we strategically plan content with the clear objectives of driving event awareness, engaging users to the website and boosting sign-ups.
Serving as an extension of the Neymar Jr’s Five global communications team, we liaise with all 63 countries, co-ordinating content output to provide each market with social video, animated and static creative, copy translations and localised strategies. This commercial growth partnership helps the brand build and monetise relationships with new and existing audiences.
The leading sport-for-development charity, Sported exists to help the inspirational people who are working every day, to improve the lives of young people and tackle the problems that matter in their local community.
Sported appointed us to conceive and execute a pilot marketing strategy:
Together with WePlay, Sported launched the “LEAP IN” campaign to demonstrate how the power of social media advertising can help community clubs achieve their attendance objectives at weekly localised events.
Briefed to engage 16-25-year-olds in lower socio-economic areas across the UK, we used insights derived from the analysis of target audience consumption habits to develop the creative strategy for the “Leap In” campaign. The video drew upon inspiration from trending music videos and gaming graphics, and the copy and lyrics were crafted to confront the most reported barriers to physical activity participation experienced by the target demographic.
Activated across multiple social platforms throughout participating regions of the UK, the hero campaign used data-driven insights to identify and reach more sedentary young adults. Bespoke creative and granular postcode targeting was also used to drive registrations to individual club initiatives.
In total, a hero campaign and 22 separate club-specific campaigns were activated and reached over 2.4 million 16-25-year-olds in deprived regions of the UK. The campaign hero video successfully captured the attention of a notoriously hard to engage audience demographic, achieving cost-per thru-plays (15s) on social, and cost-per-views (30s) on YouTube exceeding WePlay target benchmarks.
Having WePlay as a partner has been invaluable to the process of curating the right message/creative and targeting the correct audience.