To devise and implement a social content activation, utilising the two player appearances as part of the sponsorship with the club. The objective of the campaign was to engage with the core Leeds United fanbase whilst creating engaging and fun videos, with the focus being on video views.
We wanted to elevate the brand perception and engage with the Leeds United supporters on social. We knew the best way to do this was creating fun and entertaining videos capturing the players’ personalities and relationships off the pitch.
Utilising the two separate player appearances, we created a mix of outputs with long and short form videos to keep the audiences engaged. For the first part of the activation, we tapped into the TikTok and Instagram Reels trend ‘This or That’, not only did this give the Leeds United supporters an insight into the players lives, it also meant that Boost remained relevant to the social landscape and their audience demographic, resulting in higher engagements.
The second part of the activation, we wanted to capture the players personalities, relationships and the banter, by putting them head-to-head in multiple challenges. First up, the ‘Dartboard Challenge’, which saw the three players battling it out to score the most points and hopefully hit the bullseye. Finally, we wanted to bring a game the players enjoy in their downtime at training to light, the ‘Teqball Challenge’, which saw the player who remained in the game the longest across the three rounds named the champion.
We achieved some fantastic results from the campaign, given the targeted audience within the paid strategy was specific being Leeds United supporters.
Videos views came out strong, with 369,577, 55% of these views are from Instagram, which was the channel that hosted a large proportion of the video content.
Alongside this, we did see an increase of Leeds United supporters engaging and following the social channels which links to the objective of elevating the brand perception.
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