ABOUT

Brief
FIFAe were looking to continue to grow its social media content strategy and take live events content production to a new level to become the biggest football esports community in the world. We worked across utilising their channels, developing creatives, paid media and production to develop the growth and excitement towards their key pillars: The GG Promise, Fame Her Game, and the yearly pinnacle events – the FIFAe Finals in Riyadh.

The three key pillars play an important part of cover with GG Promise driving health, community and sustainability, Fame Her Game focusing on supporting women to have a safe space to develop in esports and finally the FIFAe Finals to showcase the very best talent that FIFA esports has to offer. For FIFAe, it was important to develop great stories and showcase the players participating in these events to generate engagement and push familiarity to the audience. Developing a creative but informative way to keep the followers engaged across the year was key in not only maintaining but growing the communities for FIFAe.

Concept
Our digital-first creative strategy prioritised social media engagement to maintain our current audience while attracting new followers. We focused heavily on players, teams, and nations to present information compellingly. Utilising the three distinct tournament brands, we aimed to further develop each tournament's unique identity and the players associated with them. Despite a tight deadline, we managed to create adaptable yet high-quality assets. Moreover, even with time constraints, we placed a strong emphasis on key events, producing bespoke and templated, proactive and reactive high-end creatives to highlight and promote these moments.

Execution
The project consisted of multiple pieces starting with building multiple creatives, both graphic and video production. We have produced over 300 pieces of creatives across the year covering all social channels – Instagram, TikTok, Facebook, X, and YouTube. We worked with Influencers, creating content and forming the FIFAe squad but additionally identified influencers to co-stream the Finals events who helped in bringing their communities to engage in the FIFAe Finals.

Event production was key. The team created content for events both at Fame Her Game and the FIFAe Finals and developed some great creatives for the build-up to these. Lastly, using paid media and working to utilise the best creatives to drive awareness and engagement for the FIFAe Finals helped in the success of this project. With so many moving parts, creative was always at the centre of it all to deliver on the brief.

Results
The growth across both day-to-day on the FIFAe channels and YoY of the FIFAe Finals was a huge success. Across the 3 weeks that the FIFAe Finals were hosted there were 1.1K posts amounting to 318K new followers, 115M video views and 5.4M engagements, well surpassing the previous years' results on all metrics. Additionally, across FIFAe’s channels, we have seen a growth of 1.48M followers gained and amounted to 343M video views across 2023.