A fan-first approach to content
To support MBNA’s #FootballFridays campaign, we developed a content strategy to utilise the brand’s player and legend access with Liverpool FC. Taking MBNA’s “Make Good Stuff Happen’ mantra to the next level, we helped the club’s new recruits get to know Scouse culture through club legend Robbie Fowler. Using our network of LFC influencers, we were able to both test our creative concept and deliver it directly to Liverpool fans in places where they wanted it most. As fans and influencers shared the video, wider media picked up on the story, delivering it to a mass audience of football fans.
Thanks to our Fan Intelligence network of LFC influencers and fan pages, MBNA’s School of Scouse video exploded, reaching 2 million fans, securing an engagement rate of 8.8% and gaining press coverage in mainstream titles across the country.