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一起 # WePlayStrong
案例简介：概要 欧足联向我们提出了一个挑战: 到 2020年，我们如何让足球成为欧洲女孩的头号运动？我们的研究表明，没有多少女孩能接触或被鼓励踢足球，其中那些 12 岁以下喜欢踢足球的女孩, 当他们在十几岁的时候，文化压力和社会规范开始发挥作用，这不再被认为是一件 “酷” 的事情。女孩告诉我们关于刻板印象; 女足球运动员被视为软弱、垃圾或男子汉。对于一个青少年来说，敏锐地意识到别人对他们的看法，这个形象问题意味着游戏结束了。我们需要提高女性踢足球的知名度，通过以一种相关和渴望的方式为 13-17 岁的女孩展示足球来解决形象问题，改变社会对女孩踢足球的态度，最终, 促进整个欧洲的参与。 战略 定性研究和对社会认同理论的理解确立了社会群体和观众信心的重要性。我们委托伯明翰大学进行学术研究，以了解足球对欧洲 12-19 岁女孩的好处。这证明了那些玩的人比那些玩其他运动的人感觉更强壮、更自信。然而，围绕女子足球的污点导致许多人在最需要自信的时候退出。我们需要改变女孩看待足球的方式，解决形象问题，并通过她们已经在使用的平台与她们谈论自己的条款。欧足联不在他们的雷达上; 我们需要一个运动女孩能够与他们联系，感受他们的一部分，并把他们钦佩的有影响力的人带到船上。一起 # WePlayStrong 是我们的中心思想，它的核心是一种视觉语言，我们已经在数百个社交平台上提供，这样女孩就可以共同创造和参与。 结果 没有任何传统的媒体支出，这项运动已经有超过 200 的浏览量，73% 看过这项运动的少女说她们想踢足球。一起 # WePlayStrong 在社交网站上产生了超过 18k 的提及，55k 加入了在线社区。影响者在发布会上的提及产生了超过 6900 万的印象，确保我们的活动深入到足球世界之外的人。Giphy 频道迄今已获得 160 次观看。IMessage 应用程序允许女孩在对话中使用我们的活动贴纸，已经产生了 2k 的下载。# WePlayStrong 在 Tween app 、 music.ly 和 top-Muser fronted 挑战上已经建立了一个存在，已经产生了超过 9k 个以足球为中心的 UGC。活动已经吸引了 250 多人来到我们的网站，在那里他们可以找到最近的足球俱乐部，并加入欧洲足球俱乐部。到目前为止，我们已经让女孩看到了女足，产生了 1.02B 的社会印象。 执行 我们开发了一个为期一年的跨平台内容计划，该计划在 2017年6月女子冠军联赛决赛之前推出。专用的脸谱网，推特，YouTube，Instagram，音乐。 ly 和 YouTube 频道每周都会更新，分享我们的 20 部内容电影、 1000 多张图像、 60 多张贴纸和插图以及 40 多张 gif。在发布会上的影响者运动确保了来自足球世界和其他地方的名字传播这个词: 卡拉 · 德莱维尼 (40 万追随者) 、小混音 (12 万) 和奥利 · 穆尔斯 (7.6 万) 参与进来，塞斯克 · 法布雷加斯 (9.2 米) 和戈登 · 拉姆齐 (5.2 米) 创作了定制内容。大使兼足球自由式歌手 Liv Cooke 从概念和特点广泛参与; 她在多个音乐剧中领先。 ly 挑战，与足球运动员亚历克斯 · 摩根 (5m) 一起，鼓励女孩创造内容并参与进来。IMessage 贴纸包使女孩们能够在对话中使用我们的资产，Giphy 上的反动 GIFs 将活动内容集成到 600 多个平台，包括 Instagram Stories 、 Tinder 和 KIK。 活动描述 一起 # WePlayStrong 邀请欧洲各地的女孩踢足球，展示随之而来的信心和友谊。该运动是从女孩发展起来的，以她们感兴趣的女孩为特色，并解决女孩最关心的问题。通过这样做，它使女孩们能够相互证明足球是她们想成为的一部分。至关重要的是，这场运动通过她们已经活跃的渠道以及她们与同龄人利用自己的方式接触到女孩。我们的方法为他们提供了支持这项运动的工具; 共同创造、参与并让它成为他们自己的。我们为有影响力的人创建了定制的内容，丽芙 · 库克大使负责音乐剧。ly 挑战。从 Giphy 上的 GIFs (整合到 600 平台) 到 BuzzFeed 合作和 iMessage 贴纸包，这项活动针对女孩们已经在使用的平台和手机进行了优化。
一起 # WePlayStrong
案例简介：Synopsis UEFA came to us with a challenge: how can we make football the number one sport for girls across Europe by 2020? Our research showed that not many girls have access to or are encouraged to play football, and, whilst those that do enjoy it up to the age of 12, when they hit their teenage years cultural pressures and societal norms come into play and it’s no longer deemed as a ‘cool’ thing to do. Girls told us about the stereotypes; that women footballers are seen as weak, rubbish or butch. For a teenager, acutely aware of what others think of them, this image problem meant this was game over. We needed to improve visibility of females playing football, address the image problem by presenting football in a relevant and aspirational way for girls aged 13-17, shift societal attitudes towards girls playing and, ultimately, boost participation across Europe. Strategy Qualitative research and an understanding of Social Identity Theory established the importance of social groupings and confidence among our audience. We commissioned Birmingham University to produce academic research to understand the benefits of football for girls across Europe aged 12-19. It proved those who played felt stronger and more confident than those playing other sports. However, stigmas around women’s football cause many to quit at the age they need confidence most. We needed to change the way girls viewed football by addressing the image problem, and by speaking to them own terms via platforms they’re already using. UEFA wasn’t on their radar; we needed a campaign girls could relate to and feel part of, and bring influencers they admired on-board. Together #WePlayStrong was our central idea, and at its heart is a visual language that we’ve made available across hundreds of social platforms, so girls can co-create and get involved. Outcome Without any traditional above the line media spend, the campaign has had over 200M views and 73% of teenage girls who’ve seen the campaign say they’d want to play football. Together #WePlayStrong has generated over 18K mentions across social, and 55K have joined the online community. Influencer mentions at launch generated over 69M impressions, ensuring our campaign reached those outside of the football world. The Giphy channel has garnered 160M views to date. The iMessage app, which enables girls to use our campaign stickers in their conversations, has generated 2k downloads. #WePlayStrong has an established presence on Tween app, Musical.ly, and top-Muser fronted challenges have generated over 9K pieces of football-centric UGC. Activity has driven over 250K people through to our website, where they can find their nearest football club and join girls across Europe football. We’ve made women’s football visible to girls, with 1.02B social impressions generated so far. Execution We developed a year-long cross-platform content plan that launched ahead of the Women’s Champions League final in June 2017. Dedicated Facebook, Twitter, YouTube, Instagram, Musical.ly and YouTube channels are kept updated every week, sharing our 20 content films, 1000+ images, 60+ stickers & illustrations and 40+ GIFs. An influencer campaign at launch ensured names from the football world and beyond spread the word: Cara Delevigne (40M followers), Little Mix (12M) and Olly Murs (7.6M) got involved and Cešc Fabregas (9.2M and Gordon Ramsey (5.2M) created bespoke content. Ambassador and football freestyler Liv Cooke was involved from conception and features widely; she’s fronted multiple Musical.ly challenges, alongside footballer Alex Morgan (5M), to encourage girls to create content and get involved. An iMessage sticker pack enabled girls to use our assets in their conversations, whilst reactionary GIFs on Giphy integrated campaign content into over 600 platforms, including Instagram Stories, Tinder and KIK. CampaignDescription Together #WePlayStrong invites girls across Europe to play football, showcasing the confidence and friendships that come with it. The campaign was developed from the girl up, featuring girls they relate to and addressing issues girls care about most. By doing so, it enables girls to prove to each other that football is something they want to be part of. It was essential the campaign reached girls via channels they’re already active on and in ways that they use themselves, with their peers. Our approach equipped them with the tools to get behind the campaign; to co-create, participate, and make it their own. We created bespoke content for influencers to share, and ambassador Liv Cooke fronted Musical.ly challenges. From GIFs on Giphy (integrating into 600 platforms) to a BuzzFeed partnership and an iMessage sticker pack, the campaign was optimised for the platforms – and mobiles – the girls are already using.
Together #WePlayStrong
案例简介：概要 欧足联向我们提出了一个挑战: 到 2020年，我们如何让足球成为欧洲女孩的头号运动？我们的研究表明，没有多少女孩能接触或被鼓励踢足球，其中那些 12 岁以下喜欢踢足球的女孩, 当他们在十几岁的时候，文化压力和社会规范开始发挥作用，这不再被认为是一件 “酷” 的事情。女孩告诉我们关于刻板印象; 女足球运动员被视为软弱、垃圾或男子汉。对于一个青少年来说，敏锐地意识到别人对他们的看法，这个形象问题意味着游戏结束了。我们需要提高女性踢足球的知名度，通过以一种相关和渴望的方式为 13-17 岁的女孩展示足球来解决形象问题，改变社会对女孩踢足球的态度，最终, 促进整个欧洲的参与。 战略 定性研究和对社会认同理论的理解确立了社会群体和观众信心的重要性。我们委托伯明翰大学进行学术研究，以了解足球对欧洲 12-19 岁女孩的好处。这证明了那些玩的人比那些玩其他运动的人感觉更强壮、更自信。然而，围绕女子足球的污点导致许多人在最需要自信的时候退出。我们需要改变女孩看待足球的方式，解决形象问题，并通过她们已经在使用的平台与她们谈论自己的条款。欧足联不在他们的雷达上; 我们需要一个运动女孩能够与他们联系，感受他们的一部分，并把他们钦佩的有影响力的人带到船上。一起 # WePlayStrong 是我们的中心思想，它的核心是一种视觉语言，我们已经在数百个社交平台上提供，这样女孩就可以共同创造和参与。 结果 没有任何传统的媒体支出，这项运动已经有超过 200 的浏览量，73% 看过这项运动的少女说她们想踢足球。一起 # WePlayStrong 在社交网站上产生了超过 18k 的提及，55k 加入了在线社区。影响者在发布会上的提及产生了超过 6900 万的印象，确保我们的活动深入到足球世界之外的人。Giphy 频道迄今已获得 160 次观看。IMessage 应用程序允许女孩在对话中使用我们的活动贴纸，已经产生了 2k 的下载。# WePlayStrong 在 Tween app 、 music.ly 和 top-Muser fronted 挑战上已经建立了一个存在，已经产生了超过 9k 个以足球为中心的 UGC。活动已经吸引了 250 多人来到我们的网站，在那里他们可以找到最近的足球俱乐部，并加入欧洲足球俱乐部。到目前为止，我们已经让女孩看到了女足，产生了 1.02B 的社会印象。 执行 我们开发了一个为期一年的跨平台内容计划，该计划在 2017年6月女子冠军联赛决赛之前推出。专用的脸谱网，推特，YouTube，Instagram，音乐。 ly 和 YouTube 频道每周都会更新，分享我们的 20 部内容电影、 1000 多张图像、 60 多张贴纸和插图以及 40 多张 gif。在发布会上的影响者运动确保了来自足球世界和其他地方的名字传播这个词: 卡拉 · 德莱维尼 (40 万追随者) 、小混音 (12 万) 和奥利 · 穆尔斯 (7.6 万) 参与进来，塞斯克 · 法布雷加斯 (9.2 米) 和戈登 · 拉姆齐 (5.2 米) 创作了定制内容。大使兼足球自由式歌手 Liv Cooke 从概念和特点广泛参与; 她在多个音乐剧中领先。 ly 挑战，与足球运动员亚历克斯 · 摩根 (5m) 一起，鼓励女孩创造内容并参与进来。IMessage 贴纸包使女孩们能够在对话中使用我们的资产，Giphy 上的反动 GIFs 将活动内容集成到 600 多个平台，包括 Instagram Stories 、 Tinder 和 KIK。 活动描述 一起 # WePlayStrong 邀请欧洲各地的女孩踢足球，展示随之而来的信心和友谊。该运动是从女孩发展起来的，以她们感兴趣的女孩为特色，并解决女孩最关心的问题。通过这样做，它使女孩们能够相互证明足球是她们想成为的一部分。至关重要的是，这场运动通过她们已经活跃的渠道以及她们与同龄人利用自己的方式接触到女孩。我们的方法为他们提供了支持这项运动的工具; 共同创造、参与并让它成为他们自己的。我们为有影响力的人创建了定制的内容，丽芙 · 库克大使负责音乐剧。ly 挑战。从 Giphy 上的 GIFs (整合到 600 平台) 到 BuzzFeed 合作和 iMessage 贴纸包，这项活动针对女孩们已经在使用的平台和手机进行了优化。
Together #WePlayStrong
案例简介：Synopsis UEFA came to us with a challenge: how can we make football the number one sport for girls across Europe by 2020? Our research showed that not many girls have access to or are encouraged to play football, and, whilst those that do enjoy it up to the age of 12, when they hit their teenage years cultural pressures and societal norms come into play and it’s no longer deemed as a ‘cool’ thing to do. Girls told us about the stereotypes; that women footballers are seen as weak, rubbish or butch. For a teenager, acutely aware of what others think of them, this image problem meant this was game over. We needed to improve visibility of females playing football, address the image problem by presenting football in a relevant and aspirational way for girls aged 13-17, shift societal attitudes towards girls playing and, ultimately, boost participation across Europe. Strategy Qualitative research and an understanding of Social Identity Theory established the importance of social groupings and confidence among our audience. We commissioned Birmingham University to produce academic research to understand the benefits of football for girls across Europe aged 12-19. It proved those who played felt stronger and more confident than those playing other sports. However, stigmas around women’s football cause many to quit at the age they need confidence most. We needed to change the way girls viewed football by addressing the image problem, and by speaking to them own terms via platforms they’re already using. UEFA wasn’t on their radar; we needed a campaign girls could relate to and feel part of, and bring influencers they admired on-board. Together #WePlayStrong was our central idea, and at its heart is a visual language that we’ve made available across hundreds of social platforms, so girls can co-create and get involved. Outcome Without any traditional above the line media spend, the campaign has had over 200M views and 73% of teenage girls who’ve seen the campaign say they’d want to play football. Together #WePlayStrong has generated over 18K mentions across social, and 55K have joined the online community. Influencer mentions at launch generated over 69M impressions, ensuring our campaign reached those outside of the football world. The Giphy channel has garnered 160M views to date. The iMessage app, which enables girls to use our campaign stickers in their conversations, has generated 2k downloads. #WePlayStrong has an established presence on Tween app, Musical.ly, and top-Muser fronted challenges have generated over 9K pieces of football-centric UGC. Activity has driven over 250K people through to our website, where they can find their nearest football club and join girls across Europe football. We’ve made women’s football visible to girls, with 1.02B social impressions generated so far. Execution We developed a year-long cross-platform content plan that launched ahead of the Women’s Champions League final in June 2017. Dedicated Facebook, Twitter, YouTube, Instagram, Musical.ly and YouTube channels are kept updated every week, sharing our 20 content films, 1000+ images, 60+ stickers & illustrations and 40+ GIFs. An influencer campaign at launch ensured names from the football world and beyond spread the word: Cara Delevigne (40M followers), Little Mix (12M) and Olly Murs (7.6M) got involved and Cešc Fabregas (9.2M and Gordon Ramsey (5.2M) created bespoke content. Ambassador and football freestyler Liv Cooke was involved from conception and features widely; she’s fronted multiple Musical.ly challenges, alongside footballer Alex Morgan (5M), to encourage girls to create content and get involved. An iMessage sticker pack enabled girls to use our assets in their conversations, whilst reactionary GIFs on Giphy integrated campaign content into over 600 platforms, including Instagram Stories, Tinder and KIK. CampaignDescription Together #WePlayStrong invites girls across Europe to play football, showcasing the confidence and friendships that come with it. The campaign was developed from the girl up, featuring girls they relate to and addressing issues girls care about most. By doing so, it enables girls to prove to each other that football is something they want to be part of. It was essential the campaign reached girls via channels they’re already active on and in ways that they use themselves, with their peers. Our approach equipped them with the tools to get behind the campaign; to co-create, participate, and make it their own. We created bespoke content for influencers to share, and ambassador Liv Cooke fronted Musical.ly challenges. From GIFs on Giphy (integrating into 600 platforms) to a BuzzFeed partnership and an iMessage sticker pack, the campaign was optimised for the platforms – and mobiles – the girls are already using.
一起 # WePlayStrong
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Together #WePlayStrong
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