Engaging the next
generation of female footballers
UEFA holds the marketing ambition of making football the Number 1 played sport for women in every European country. The organisation launched its powerful #WePlayStrong campaign in 2016, targeting female players, potential players and football fans aged 16-25 across Europe.
Our brief was to provide creative and strategic direction on the design of an engaging, entertaining and inspiring destination platform for women’s football players and fans. We provided strategic thinking and research that shaped the trajectory of the platform with the content strategy ultimately guiding and informing creative social activation.
Leveraging the strategic direction of how the brand should speak to their audiences, we completed a website discovery project that ultimately brought to life the look and feel of the site. We defined key user journeys with the key KPIs in mind, the main one of which was to make it commercially attractive for sponsorship on the site and providing curated content to the target audience in a bid to raise the profile of football in the teenage girl age group.
A number of Dog specialists worked collaboratively to shape the direction of the output. Our experts in cross-channel marketing combined social and search insights alongside trend analysis to shape the style, tone of voice and content for the brand and website. This then influenced how our design and UX team shaped the direction of the site build and the work that defined the tone of voice and brand aesthetic truly influenced the content being used on the UEFA’s social channels.
It brings to life the user journeys for the users and features where the commerciality of the platform sponsor opportunities is embedded in to the journey as if it were part of the curated content.