FOOTBALL MOVES PEOPLE
CAMPAIGN STRATEGY
MEDIA PLANNING
SOCIAL MEDIA STRATEGY
PARTNERSHIPS
DELIVERY
THE CHALLENGE
Migration is part of all our stories, and yet it’s often invisible in our narrative of Britishness and erased in our telling of British History.
As the delayed 2020 Euro’s approached, The Migration Museum needed to ensure migration was part of the narrative.
When creative studio Wonderhood came to us with a show-stopping creative concept, we jumped to pull out a campaign on a shoestring that would get the nation talking.
THE WORK
We wanted to talk about migration in a way that felt personally relevant and nationally significant, just like migration. The campaign we built around the creative was both hyperlocal, and global bringing together:
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We used contextual and geo-targeted OOH to maximise impact. Partnering with Clear Channel’s Socialite screens, the creative was shown in pubs screeing the Euros matches, and roadside locations by Fan Zones. Our real-time campaign offered starting line-ups and score-lines without migration that reached hundreds of thousands of fans.
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Over on social the eye-catching graphic drove big conversation on Twitter and Instagram, where it was accompanied by wraparound content with a Football Moves People takeover of Migration Museum Instagram. Partners supported us in creating family history trivia, pop quiz knowledge and personal stories of football and migration.
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Supporting creative “Where the Starters Started” highlighted the backgrounds of key England players with flyposters popping up in their home towns. This moved the conversation beyond the line-ups, creating personal connections to the players, and their migration stories.
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IRL we created a new display in the window of The Migration Museum in Lewisham Shopping Centre, showcasing migration stories from South London Football Heroes voted for by the local community. And with a disproportionate percentage of Premier League players heralding from the 2 mile radius there was no shortage of talent…
THE RESULTS
Migration Museum following + 300%
Over 4 million organic impressions on Twitter
Copycat Instagram content reach 4.2m+
National & International Media Coverage
The campaign was featured extensively by national and international media, including the BBC, Sky News, Sky Sports News, Metro, the Mirror, the Guardian, the i, New York Times, AP, Washington Post, NBC, MSNBC, Forbes, The Atlantic, New Statesman, Campaign and AdWeek.
THE TEAM*
*Because no man is an island
Robyn Kasozi - Head of Public Engagement, Migration Museum
Matt Plowright - Head of Communications, Migration Museum
Wonderhood Studios - Creative
Findmypast - Research
SetPlay App - Local outreach
Eight Arms - Digital design
Sports Interactive - Social content partner
Goal Click - Social content partner
Elzbieta Piekacz - Case Study Photography