FC Goa's inclusive campaigns fair high on the scorecards
FC Goa social media campaigns over the season
have put the spotlight solely on football - inclusive of gender and age groups
with women and grassroots players sharing the platform with ISL stars in equal
measure.
Beyond
the ISL, the club celebrated grassroots development through Forca Goa Foundation,
tournaments like the Goa Pro League and the Little Gaur League and the women's
team like never before.
Weaving
pop-culture into its storytelling approach has already yielded 52 million
impressions over the last 3 months, up by 51% across platforms.
Following
the club’s successful ‘Durand Heist Campaign’ at the start of the season, the
baton of the club’s mission of furthering Indian football was passed on to the
women.An 007 inspired special league of agents was introduced. An instant hit,
the video got more than 100k views, the most viewed video on the ladies on
Twitter. The campaign found resonance at a national level. The four cities of
Mumbai, Chennai, Kochi and Pune totalled 13% of the audience. On Instagram, the
engagement rate was 18.8% with 85% of the content consumed by non-followers
(1.2 million).
Matchday
posters based on famous Bond Films, recreated in the flavour of upcoming games,
followed suit. Special profiles were created with jersey numbers being the code
and attributes lined up as secret moves, favourite weapon etc..
The jersey launch for the 2021/22 season
had both the men’s and women’s teams strutted
their stuff in equal measure resulting in FC Goa jerseys being shipped to more
than 60 cities.
“Launched
in 2018, the women's team already made history as the second club launched in
ISL history. About time we made this universally known," states Parul Soni,
Principal Consultant, FC Goa.
Much
was said last season about FC Goa's ISL squad announcement video. 300
kms, 3 days and 18 hours of filming, it featured iconic places and iconic
fans from across Goa, other states and even overseas. The added flourish of
former players and legends, women's team players, a sign language interpreter
and even “furry” fans saw it attain 350k organic impressions, becoming the most
watched video on Twitter and Instagram within 12 hours.
Over
the season the club has held grassroot festivals across age groups and kicked
off the Little Gaur League, the only league of its kind for young players from
the age of 6 onwards.
Akshay
Tandon, Co-owner and President, FC Goa says “Mission football is a 20-year
vision, one where Goa becomes the model for football development in India to
build World Cup hopefuls. We’re building from the inside out - starting with
technical prowess in our first and development teams, women and men, a robust
data repository of fans, physical and online infrastructure for training and
development across communities and skills, festivals to make football
accessible to all. And we hope other clubs join in!”
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