Reconnecting the sporting event with its wider cause through real-time targeting and celebrity partnerships
With 42% of people aware of Soccer Aid, but only 6% aware of the association with Unicef, our strategic priority for 2018 was to establish a stronger link. Soccer Aid 2018 was all about getting people to take notice, and take action.
Under the banner ‘Join a Team Like No Other’, we worked with UNICEF, their high profile supporters and our media partner ITV to carefully match their talent to our target audience to create celebrity content spanning OOH, social, print and display.
What we did
We reacted to campaign performance in real-time, creating more celeb content in line with channel effectiveness and bringing to life our awareness/response strategy by allocating 10% of the budget to test new platforms and holding back 25% of the budget for re-allocation.
The campaign increased unprompted awareness of Soccer Aid’s association with UNICEF by +20%; increased prompted awareness by +12% and core awareness by 22%. And best of all we helped to raise more than £5.5m towards changing the lives of children around the world.
Raised for SoccerAid
Increase in association
Increase in awareness