Football Association of Wales – Euro 2016

Content control, Social Media Strategy

"mela were integral to the digital success of the FAW at UEFA EURO 2016 where our #TogetherStronger ethos inspired a nation through direct engagement with not only fans but the Welsh population as a whole. mela always offer invaluable support and have become a key component of the FAW’s digital output – they’re part of the team."

Rob Dowling, New Media & Publications Manager, Football Association of Wales

What we did

Mela was asked to manage content and create a social media strategy for FAW during the European Championship in France in order to raise Wales’ profile in international sporting platforms, with particular emphasis on promoting the use of Welsh in football and beyond.

How we did it

By working with FAW’s team in France, we ensured that all their social media accounts are run bilingually, with key messages relayed in Welsh and English. We created a wide range of bilingual social media content, website stories, and published live Tweet updates from the games in Welsh and English.

Throughout the campaign Mela engaged with schools and community groups across Wales to link directly with the team in France, either in English or Welsh and inspired thousands of people to share their support by using #TogetherStronger and #GorauChwaraeCydChwarae.

We supported Adidas, one of the main sponsors of FAWales, as they produced their first ever social media content in Welsh- the social media message was the most shared and received the most engagement by the brand during the tournament.

Results

Followers on all social media platforms increased by over two thirds during the campaign. The results were also positive in making Welsh more visible on social media with Welsh and bilingual content performing on par to English content on all platforms. This effect was reflected beyond social media with many international brands following Adidas’ example and sharing content in Welsh. A wide range of media organisations and programmes used Welsh live on air, in print and online, including The Guardian, The Daily Telegraph, The Sun, This Morning ITV and BBC Match of the Day.


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