CWG - Bring It Home
Challenge
The battle against Covid created a new wave of national togetherness, and left us longing for sports culture more than ever. Our challenge was to tap into this and create a new fan following for Team England.
Idea
‘Bring It Home’ was a socially led communications strategy spanning 18 months, to galvanise support for Team England, inspire the nation and the next generation of athletes. Over the campaign period, we produced over 800 pieces of social content, engaged 50+ athletes from Team England sports and launched the Team England TikTok channel.
The Impact
- Organically grew a new youth audience on TikTok to 35K followers; with combined content views of 9.2 million and three pieces of content alone hitting 1.5 Million views.
- Over 4K pieces of print, 55K pieces of online coverage, over 6.5K pieces of broadcast coverage and an increased brand positivity score.
- Positive perception of Team England also increased, with the positivity score reaching 50%, moving up to third from sixth behind Team GB (62%) and Paralympics GB (61%)
We help brands to play meaningfully in culture. By creating branded entertainment, experiences and activations that people want to spend time with, in the spaces that really matter to people. Because we believe in the power of culture to drive brand and business growth.
Our services and capabilities are delivered by an in-house team across six divisions – Sponsorship, Partnerships, Content, Talent & Influencer, Social and Experiential all overlooked through a strategic lens enabling us to create and deliver truly 360, integrated campaigns whatever the brief.
Sponsorship
By aligning with the culture of Rights Holder Sponsorships, we ensure our partnerships resonate authentically with diverse audiences, leveraging shared values and interests to enhance brand visibility and engagement.
Partnerships
Our approach involves co-creating and embedding within cultural contexts across Media and Brand to Brand Partnerships, fostering meaningful collaborations that drive mutual growth and resonate deeply with target audiences.
Content
We specialise in crafting compelling branded content that captivates and engages audiences, delivering impactful storytelling that enhances brand presence and fosters meaningful connections.
Talent & Influencer
Collaborating closely with tastemakers and influencers, we curate authentic experiences that resonate with audiences, leveraging their influence to amplify brand messaging and drive engagement.
Social
Actively participating in the online cultural conversation, we integrate seamlessly into social platforms to drive conversations, build communities, and elevate brand awareness through relevant and engaging content.
Experiential
Our expertise lies in creating immersive brand experiences that leave a lasting impression, connecting consumers with brands on a deeper level through interactive and memorable encounters.
Our work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards.
Check us out here or see what we're up to by following @HavasPlayUK on Instagram LinkedIn.
If you'd like to know more about working with us, or for us, then feel free to reach out to Charlie at charlie.piggott@havasplay.com.
