Walkers & Lays UEFA Champions League Social

Creating and leading the first multi-market, social and digital activation of Lays’ 2017/18 Sponsorship of UEFA Champions League. Personalising short form, engaging social content at scale.
These pieces of weekly, targeted content throughout groups stages of the competition incorporated archive footage, adapted with motion graphics. These pieces were crafted to tell exciting, evolving stories to fans of teams participating in the big games that week.
Using a combination of audience segmentation (interest in clubs, players or football content on Twitter, Instagram and Facebook), and targeted media, the creative achieved mass reach, but also delivered hyper-relevant messaging ahead of every game. This approach dramatically improved viewing duration and cost per engagement.

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Head of Social Content and Influence Marketing, PHD Global