Summary

We were brought into the wider FAW comms team to help build on the legacy of the previous tournament, create conversations, bring people together, and share stories that people won’t forget about Wales, its culture and national teams.

Objectives
  • Position Cymru & Welsh Football as pivotal to, & embedded within, Welsh culture & life.
  • Create a sense of belonging & pride to the National Teams for all Welsh people.
  • Ensure Cymru fans & The Red Wall are at the heart of the campaign.
  • Utilise EURO platform to raise awareness all aspects of the FAW’s work.
Results
  • Creating 49 social media posts resulting in over 2 million impressions and 130,000 engagements.
  • Producing 11 different videos with players and supporters to help create pride across the nation. One of which was shown as part of the network BBC pre-match coverage and was even broadcast on German TV.
  • Making 35 Instagram stickers to help encourage audiences to use them when talking about the EUROS which achieved 16,200,000 impressions
49
social media posts
2,345,185
social impressions
138,304
social engagements
16,200,000
sticker impressions
How we did it?

With a week or so until the start of the EURO 2020 tournament we got brought into the wider FAW comms team to help boost their content and reach their objectives. To do so we created a variety of different content.

 Instazine

To tell the stories of the behind-the-scenes work which backs up the national team an Instazine (Instagram magazine), series called ‘Cyd Chwarae’ was developed. Three issues we created which had a reach of over 150,000 and generated over 15,000 likes and 140 comments.

Welsh language

To help promote and celebrate the Welsh language we created a variety of content.

With many supporters unable to watch the games in person we wanted to encourage people across Wales and beyond to create their own Cymru Fan Zone and share using #CymruFanZone.

We created website copy, a downloadable fan zone poster, Guide to the Game in Welsh social copy to help people feel connected to the tournament.

Seven dictionary posts were created to help share and explain the meaning of words associated with the game while teach people new Welsh words.

Videos

With most fans locked out of attending the EUROS, we got fans around Wales and the world- a school, a hospital, a football team- to send us a line of the anthem which we stitched together as The Red Wall’s version of the anthem ahead of the second game v Turkey.

The video was posted on Facebook and had a reach of 61,945, gaining 1,076 likes and 39 comments. On Twitter it had a reach of 254,258, 1,409 likes, 31 comments.

We did a similar thing ahead of the Wales v Denmark where we produced a video sharing clips of 31 schools across Wales singing the national anthem. The hashtag used to encourage people to sing the national anthem was used 7,050 times over 3 days.

The video was shown as part of the network BBC pre-match coverage for R16 (making famous hardman Mark Hughes cry!) and was even broadcast on German TV.

On Facebook and Twitter, it had a reach of 482,740 gaining 6,649 likes and 181 comments.

Milltir Sgwâr

Players were asked to share stories of their hometowns, their family connections and their bond with the red dragon on their shirt and the audio and we turned into a graphic led video. Three videos were created with Rubin Colwill, Joe Allen and Dan James.

Bricks in the Red Wall

We got fans across Wales and the world to share personal and emotive stories about what the national teams means to them to help make people feel connected to the tournament. Five were shared:

  • Estuardo from Guatemala
  • Gabi Kongolo from Cardiff
  • Katie Owen from Merthyr Tydfil
  • Casi Wyn from Bangor
  • Mared Thomas from Cardiff

 

The Red Wall celebrations

To help capture the feeling of the win against Turkey a video was created sharing celebrations.

The video was posting on Instagram with a reach of 38,1301,975 likes and 22 comments. On Facebook it had a reach of 24,288, gaining 517 likes and 11 comment. On Twitter it had a reach of 38,307, 437 likes, 10 comments.

Instagram stickers

We created 35 Instagram stickers to help encourage audiences to use them when talking about the EUROS. These stickers included the Wales national badge, Together Stronger, the monolith and players.

From the 10th June until the 29th June the stickers had been viewed 16.2m times.