Our Start of Season campaign for Sky Sports brought to life fan sentiment ahead of the new season with giant tapestries, poetry, bespoke pies and more all capturing moments of hope and excitement from a supporter of each of the 92 Premier League and EFL clubs – putting Sky at the heart of the return of football and positioning it as a true champion of all teams.
Fans always have a feeling of hope going into a new season. But each fanbase holds a slightly different set of expectations, so enlisting 92 fans to tell the story of their respective sides allowed each club to have their moment in the spotlight.
This social-first campaign saw us work with fans to generate almost 400 pieces of content related to the 92 teams, so we devised a media strategy to shout about the campaign, while selecting the most creative submissions and most interesting fans – including a few famous faces – to highlight for earned media.
90 pieces of coverage, 82% of which carried full campaign messaging
Coverage was generated on every single working day of the two-week campaign period, showing longevity ahead of both the EFL and Premier League start dates
27 million organic reach of fan social posts
15% engagement rate from content creator fans
Campaign drove 2.7 million engagements and was shared 12,000 times
Social reaction to the campaign was 90% positive or neutral
