The tournament itself was a monumental success, and was expertly covered across web and social channels by the team with excellent sentiment and feedback from UEFA over the delivery. In terms of numbers, primary KPIs were smashed across the board. On top of the numbers was the huge amount of stakeholder support which produced very positive sentiment at UEFA. Effort was made to not just deliver against the brief for those UEFA stakeholders, but maximise eyeballs on that content. One such example of lining up those Venn circles was in broadcaster promotion with our Where To Watch article, which was the second-most popular on the site.
Using broadcaster pundits on our match pages strengthened ties with those key UEFA partners, while there was also website/app support for communications (e.g. important legacy messaging), sponsorship, digital (email campaigns, gaming), event experience (spectator messaging) and the football division (e.g. ambassadors, voting ‘best ofs’).
The social team had been expanded to seven – using several members of the men’s football social team – which required appropriate knowledge sharing and detailed planning. An emphasis had been placed on engagement and ‘being relevant’, especially across social which is more and more dictated by ‘of the moment’ trends. The increase in followers of nearly 600k across all platforms was an exceptional result for accounts that are technically not ‘trending’ or have low activity for 3 year-periods at a time. The team also supported The FA’s channels, particularly the Women’s EURO ticketing Twitter feed, and gave additional amplification to all the various stakeholder requirements covered by the web/app team.