Before we begin our article we would like to make a statement into what is seen as the most controversial World Cup. By no way, shape or form do we endorse the hosting of the World Cup in Qatar. With over 6,500 workers deaths, severe restrictions on LGBTQ+ rights for all visitors and locals and oppressive laws = we do not believe that Qatar are fit to host such a tournament. We hope that through the tournament a more progressive and inclusive society can be established. We do support our team and want them to do well and applaus how members of the squad and manager have handled press conferences and the very important and worrying off field issues. Now, on to the very exciting digital campaign that the England National team have crafted.
The National Team have created an engaging social media presence that allows fans to connect with their heroes amassing over a staggering 15m subscribers or followers across the channels. Offering a multi-channel approach across the major social media platforms, the team have built an approach that sees them with 7.7m followers (and growing) on Facebook alone. Our luxury digital marketing agency examines how they leverage each channel starting with Facebook.
Utilising all aspects available to a Facebook page, the team have created a hub of content that maximises Facebook’s platform. There is the ability to purchase kits and other official products as well as a wealth of content. What the team particularly do well is to foster a sense of identity and offer real insights through behind the scenes photos from both training and matches and live streams that can be viewed live or watched separately. In addition to this, they also translate the digital presence into the real world through organising events (previously done for the Lionesses) as well offer logistical support through their presence in the Official England Supporters Travel Club in addition to others. One of the most exciting aspects of what the team does is use each platform to feed into another. For example, the Lions Den is broadcast simultaneously across Facebook, Youtube and Instagram and questions are fielded from Twitter - this multi channel approach allows each channel to be maximised to its full potential.
On Instagram we witness a similar use to that of Facebook in a more condensed format. Graphics are used to share stats such as lineups, results, in match scores, updates of group standings in the table and heat maps. Extra care is given through the use of official fonts that reflect the numbering on the player’s shirts as well as sharing cut outs of the players involved in key moments.Video content is given to one on one player interviews as well as sharing those all important supports at the game and at home. What’s more, video snippets are shared of content that is exclusive to other platforms such as YouTube through the Lion’s Den series which encourages followers to engage in other social media channels.
Youtube, with some 2.05m subs, echoes the approach that we have covered in other channels. Using the long video format and live streaming functionalities, we see exclusive content in the form of behind the scenes training videos and fun daily recaps that give the fans a greater chance of connecting with the players as well as showing the players’ different personalities.
The jewel in the crown of Youtube is the pi=opular Lions Den feature which revolves around player interviews. This touching series rooted in youth culture and often features interviews from members of the public, celebrities and figures such as teachers and coaches who have made an impact on the lives of the players, sharing encouraging words. The fun, relaxed and often tongue in cheek atmosphere is really great to see and grounds the players in the minds of the viewers.
One on one quick interviews, often shared with Tik Tok, are cut from the longer videos on youtube are then edited into shorted packets that can be shared on other platforms with CTAs that direct followers to explore other channels. In addition to the above, key moments in the matches and match highlights are shared making YouTube a one-stop-shop.
Tok Tok is the newest of the social media channels that the team use and often appeals to a younger demographic.It’s 4.7m subs are treated to shorter more fun videos that fall in line with the demographic. Much like Twitter, with 5.7m followers, there are replays of interesting content, short messages in the descriptions as well as the tagging players and retweeting/ shout outs to sponsors.
What can we learn from England’s approach to content? Well, firstly be smart and efficient. Create a strategy for each channel and edit content accordingly e.g the same video edited in various lengths for each channel. Like the use of Tik Tok, tailor your messages to your audience on each channel. Add value via content (e/g behind the scenes) and involve your audiences through engagement and replies. Finally, create consistent messaging that is on brand and cross pollinate channels to use the unique features that each platform offers. Is it coming home? Who knows… but one thing we do know is that we take off our bucket hats to salute the great content England are putting out!
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