Barclays

Premier League Celebration

Last year, to mark the end of their 15 year tenure as title sponsor, we built a multi-layered campaign to share fans stories from the last 15 years through a number of social media films which also included Alan Shearer, Marcel Desailly and Harry Kane. We released these films throughout the campaign, targeting relevant online communities and social influencers to drive positive engagement. This culminated in the search for one fan to hand over the Barclays Premier League trophy to the winning team and found Steve Worthy and his 97 year old Grandmother, both lifelong supports of Leicester City FC.

This season we managed Barclays’ ‘Manager of the Month’ social content by creating engaging posts through the use of imagery, GIFs and videos ahead of the week’s fixtures, produce nomination videos for prospective Manager of the Month entries and conducted interviews with the winning Manager. We also provided support to the Premier League’s social channels and programmes to engage with football fans by giving them a chance to take part in Premier League experiences. Barclays video content gained 17.2m viewersin the2016/17 Premier League season, the Manager of the Month campaign received 60% of these video views and organic reach targets for the season were surpassed by 12%

results

Since the campaign launched with the TVC on 6th April, we’ve generated over 250 pieces of coverage, including 30 broadcast clips and articles in the likes of The Daily Telegraph, G2, The Sun and The Daily Star.

The social campaign had a reach of over 57 million – 21% higher than the previous season and brand warmth, consideration and trust 13%, 14% and 15% respectively.