FIFA Women’s World Cup
Global Digital Campaign
Not only did England make the final of the FIFA Women’s World Cup 2023, but we were appointed to create the global merchandising digital campaign for the tournament which spanned across their Online Store, Social Media, Email Marketing and Stadiums in Australia and New Zealand!
Designing a digital campaign for the FIFA Women’s World Cup 2023 Official Merchandise involved a strategic approach via various online channels to engage the target audience, build excitement and drive sales. We took into account the importance of women’s empowerment, diversity and the global nature of the tournament when developing the strategy and creative concept over a period of nine months through five different phases of the tournament.
We devised a sub-language system that embodied and tied into the uplifting and empowering message behind the official slogan ‘Beyond Greatness’, whilst simultaneously adding depth of meaning.
We also developed a campaign sub-header ‘We Unite And Inspire’ to showcase this being the greatest tournament yet, uniting the world and inspiring a new era of women’s footballing role models and icons.
Our language was flexible to use across creative assets globally; sitting alongside the official slogan or as stand alone copy.
We designed a range of static and animated assets for multiple digital channels including social media, e-commerce and email marketing.
The Five Phases
Our campaign developed over a series of five phases. All the way from pre-tournament, to the play-off matches, a trophy tour across the globe, the last few days before the opening ceremony and last but not least, the tournament itself!
Our campaign didn’t just stop at social media and e-commerce communications. We also created large scale animations to feature across all stadiums and FIFA Stores, including this ‘wonder wall’ at Allianz Stadium in Sydney.