We implemented a compelling digital strategy to meet content objectives, increase reach through owned, earned and media tactics, and helped FIFA build a closer relationship with its fans.

During the research phase, we uncovered actionable insights to guide creative processes and ensure content outputs met various goals.

Our define-and-refine strategy included activities such as:

• a channel audit to comprehensively understand FIFA’s audience and content performance
• setting clear KPIs and content measurement criteria to assess the performance

Audience insights identified key moments in fans’ lives, and across the football and cultural calendars, to boost content performance across platforms.

Meanwhile, we devised five-core workstreams that would position the governing body as the No1 social destination for global football fans:

• social audience intelligence, to inform and improve content development and output
• content strategy and planning, to maximise value and impact across FIFA content modes and moments
• drive innovation and maximise content by working closer and smarter with platform partners
• owned, earned and paid media tactics to increase reach
• strengthening FIFA’s relationship with fans via a community management strategy

Each workstream was an integral component of our ‘surface strategy’, which shifted thinking away from platform-led objectives to align with how modern football fans consume content at a surface level.

We executed this across Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok, Twitch and Spotify, and delivered content that engaged fans globally.