Details
Summary:
Each month, PRCA members share the experiences and insights they have gained through their work, and present award winning campaigns.
Event Type: Member Event
Address: Mischief, 60 Great Portland Street, London, W1W 7RT
Event Overview
Find out how the award winning #CupStory campaign futureproofed the Emirates FA Cup competition by driving relevance and engagement amongst 16-24 years olds, helping them fall back in love with the Emirates FA Cup.
The target audience was easily identified. Reaching them, less so. How could we engage an audience that consumes football in an entirely new way? A group who don’t read traditional sports pages or tune-in to MOTD, and rarely watch a full 90min fixture? Looking beyond everything we knew about a traditional football fan, we researched youth passion points that sat beyond sport, nailed down the channels where they were most influenced, and started to bring a campaign to life within them.
During the masterclass, we’ll share with you the strategy for our #CupStory campaign that drove relevance in a 16-24 target audience with a 69% audience penetration and an engagement rate nine times the industry average for social media content, with brand interest in the FA Cup amongst 16-24 year olds climbing 12% YOY.
- Registration & Breakfast: 08:30-09:00
- Presentation: 09:00-09:45
- Q&A: 09:45-10:00
This event is worth 15 points in the PRCA CPD Programme.
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For more information please contact Tara Munis, Events Executive, PRCA, tara.munis@prca.org.uk