Approach
To inspire the fans to connect with the squad, we needed to bring them closer to the players. So we consulted with Gen Z football fans to find out what they wanted from The FA in terms of content and how they felt about the England players. Using the results of this research, we we created compelling content around the players using storytelling, stats and competitions that drove engagement around Southgate's squad.
The Football Association
To use interest around the World Cup to connect England with a new generation of football fans and to build up the number of sign-ups to the England Supporters Club, an FA run digital membership scheme.
Insight
Older England fans had grown increasingly alienated from England since 1996 while younger football fans found the team boring and were more interested in glittering stars like Neymar and Messi. We needed to make this team more relatable to get the fans believing in them.
