ASEAN United FC
WePlay ignites a new era of football fandom in Southeast Asia with ASEAN United FC
ASEAN United FC
WePlay ignites a new era of football fandom in Southeast Asia with ASEAN United FC
WePlay and SPORTFIVE joined forces to launch ASEAN United FC, and it wasn’t just about unveiling a new football brand—it was about reshaping the way Southeast Asian fans engage with the sport. By bringing together four major ASEAN tournaments under one unified identity, the goal was clear: amplify the impact of regional football and connect with a new generation of passionate supporters.
WePlay’s paid media strategy played a pivotal role in this mission, creating an electrifying digital presence that fuelled audience growth, supercharged engagement, and cemented ASEAN United FC as a must-follow brand for football lovers across the region.
To spark meaningful connections and drive measurable impact, WePlay implemented a highly strategic, data-driven paid media campaign that mirrored the marketing funnel, ensuring each phase of engagement was optimised for success.
- Hyper-local Hero campaigns – Regionalised ads featuring local football icons made sure fans saw the faces they admired most. In Indonesia, Indonesian stars took centre stage. In Thailand, it was Thai heroes. The result? A deep emotional connection between ASEAN United FC and its target audience.
- Interest-based targeting – Tapping into Southeast Asia’s die-hard football culture, WePlay strategically identified and engaged potential fans who hadn’t yet interacted with ASEAN United FC , introducing them to the brand in a way that felt natural and exciting.
- Interactive & Exclusive Content – From thrilling match highlights to behind-the-scenes access and player interviews, the campaign delivered personalised content experiences that kept fans coming back for more.
By fusing smart targeting, hyper-local content, and interactive storytelling, we didn’t just grow ASEAN United FC’s audience; we ignited a movement, connecting millions of football lovers across Southeast Asia with the sport they love in a bold, innovative way.
The numbers tell a story of unprecedented success and establishing ASEAN United FC as a powerhouse in digital football fandom:
960K
new followers gained on TikTok.
485K
new followers gained on Facebook.
617 million
total impressions, over three times the forecasted target of 184 million.
10.7 million
social engagements, demonstrating strong audience connection and achievement of the campaign goals.
