The Show Your Heart campaign produced one of the most highly engaged and shared pieces of organic content ever posted on the WEURO social channels in the Allez, Allez, Allez film. It was enjoyed by existing and target audiences alike. The strong organic performance of the hero content allowed for more efficient paid promotion of the campaign which allowed for deeper penetration of our target audiences.
Manifesto film
36.1 M
31.4 k
Campaign Reach
Engagements
Youtube.
7.4 M
31k
Campaign Reach
Engagements
We launched our Roblox game 'Road to UEFA Women's EURO' alongside the main mascot launch. The game consists of three obbies (obstacle courses) where we challenged kids to complete them in the fastest time.
The main "home" area also included training courses, a chance to meet and get advice for the mascots as well as the opportunity to collect tickets to "purchase" your nation's kit to wear as you play the game.
Allez, allez, allez!
All talent that took part shared the content across social:
Reaction across social was very positive
Mascot campaign.
Key activities such as the TikTok Live allowed for more meaningful engagement with content:
Over the course of the week 15-22 June, UEFA Women’s Football TikTok account hosted 7 TikTok Live interviews with leading players from Women’s EURO teams, hosted by presenter Sam Miller.
The interviews received over 35,000 views, with an average of 5,100 views – with fans from across Europe having the unique opportunity to ask questions to their heroes. The TikTok Lives received strong engagement, with 67,000+ likes across the 7 Lives, an average of 9,600k per episode.
We digitally engaged children in the places they spend the most time:
At school, on YouTube and on Roblox.
Roblox.
To reach our target audience we used the mascots in two ways for YouTube:
•Delivering a YouTube Skills Series which saw the mascots team up with WEURO players to teach children some football skills and drills
•Worked with two Roblox influencers to promote the 'Road to UEFA Women's EURO' game