Social media strategy.

I was tasked with developing a new social media strategy to build brand exposure for the West London Wildcats Australian Rules Football Club. This project also saw me act as the content creator for the club’s Instagram and Facebook channels, and social media copywriter.

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  • The West London Wildcats are an amateur sporting club playing Australian Rules Football in London. All work I've done with the Wildcats was voluntary and unpaid.

  • The 2020/21 pandemic forced many West London Wildcat players and members to GTFO back to Australia. As a result, the football club lost over half their community.

    Without a solid social media marketing strategy, the West London Wildcats risked folding completely due to lack of brand exposure to recruit new players.

    I was asked to develop and implement a lead-generating social strategy for the 2021 season. The aim? To increase recruitment of domestic members, and keep the remaining members and advocates engaged with the club during government-enforced lockdowns.

  • No one was moving from Australia to the UK (thanks COVID). So, the West London Wildcats had pivot their marketing strategy to focus on domestic recruitment.

    One problem. No one from the UK has a clue what AFL is. *facepalm*.

    Their new strategy needed to showcase the benefits of being part of a community in London, rather than focusing on the sport itself.

    Like many amateur sporting clubs, resources and content were scattered everywhere – which made it difficult to compile a pool of content for social media posts.

    Plus, the UK’s yo-yo of government-enforced lockdowns caused uncertainty around whether the 2021 season and corresponding social events would go ahead.

    Why would people join a sporting team that might not play any sport?

  • My strategy centred around: Community. Fun. Fitness. Every post I created connected the audience to one of these key reasons to join the West London Wildcats – Australian or not.

    I shaped a tone of voice that was inclusive, light hearted and authentic to the club's brand.

    And my social media mix included posts with a clear recruitment call to action, and ones aiming to simply engage the community. I also strived to showcase the diversity in the club.

    The result? The West London Wildcat’s reach on Facebook doubled in the first month of implementing the strategy, with a 148% increase in engagement over the same period.

    And on Instagram there was a 161.8% increase in interactions in the first month #winning.

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