In 2012, Arsenal won the Women’s FA Cup in front of just 5,000 fans at Doncaster. 🏆
Last weekend, Chelsea beat Man Utd 1-0 to win the cup at Wembley with an incredible 77,000+ in attendance. ⭐️
This was also a world record for a women’s domestic club match. 🌎
The WFA used digital marketing with huge success and here’s how: 👇
⚽️ Engaging content for social media
✅ Videos & Photos: Featuring interviews with players, coaches, and fans. Plus tons of photos from the final for people to engage with.
✅ Infographics: Providing stylised information about the final, the teams, and the players.
✅ Ads: Targeting fans who were interested in women’s football and sports in general.
⚽️ Competitions to win tickets
✅ Penalty shootouts: Fans could submit videos of themselves taking penalty kicks – the best were selected by judges.
✅ In attendance: Fans could submit photos of themselves at cup matches – the best were also selected by judges.
✅ Random: Tickets also given away for following the WFA on socials and using the hashtag #WFACupFinal.
⚽️ Targeting specific audiences
✅ Demographics: Younger fans through social media and older fans through television advertising.
✅ Behaviour: Viewers of previous women’s football matches, buyers of women’s football merchandise.
✅ Psychographics: Using values, attitudes, and lifestyles eg fans interested in fitness and health.
⚽️ Partnering with other businesses.
The FA partnered many big organisations eg Vitality, Nike and Coca Cola, who:
✅ Provided products and services for the teams and the event.
✅ Promoted the event through their own digital marketing channels.