European Club Association
The European Club Association (ECA) select WePlay to help develop and deliver a new social media strategy
European Club Association
The European Club Association (ECA) select WePlay to help develop and deliver a new social media strategy
The European Club Association (ECA) – the sole, independent body directly representing the interests of 246 professional football clubs across Europe – appointed us to help develop and deliver a new social media strategy.
The organisation wanted to align social campaigns with its purpose of ‘Placing Clubs at the Heart of Football’, by bringing Europe’s leading clubs together as friends off the pitch to drive and inspire the development of the game.
Our primary objective was to drive brand awareness across Europe, achieved through social media content strategy and production. We have also evolved the KPI management framework, and consistently measure and report on all relevant social activities.
Creating and monitoring engaging content has been central to our work with the ECA.
We have produced and published dynamic social content (including educational and informative videos) on an almost daily basis, as well as static and animated social media templates.
As part of this content remit, we conducted a social media audit to better understand how the ECA was performing online, which included audience segmentation and analysis of messaging. Based on these insights, we provided the ECA with a host of well-received recommendations for the future.
We also helped the ECA launch its maiden women’s football strategy, ‘Be a Changemaker’ in 2021. The programme aims to help clubs create a better tomorrow for women’s football through creative actions that deliver lasting change.
Our other activity has included providing communications support during the European Super League breakaway crisis and facilitating live streaming events and General Assemblies.
Thanks to our efforts, the ECA has continued to grow its reach and influence at a time when digital acceleration is driving fundamental change in the structures that underpin sport.
Results include:
380%
Increase in channel reach
500%
Boost in profile visits
30%
Increase in channel audience growth
"The appointment of WePlay is a statement of our intent to help our clubs to connect the dots between the sporting and commercial landscape. WePlay bring a strong track record in delivering targeted digital growth outcomes for leading rightsholders across Europe and beyond.”
CHARLIE MARSHALL, ECA CEO
