The Confederation of North, Central America and Caribbean Association Football (Concacaf). Concacaf is one of FIFA’s six continental confederations, servicing 41 Member Associations, from Canada in the north to Guyana, Suriname and French Guiana in the south.
The Concacaf Women’s Olympic Qualifying tournament was a banner competition for Concacaf and its commitment to growing the women’s game in the region. Our goal was to match that commitment through coverage of the tournament on all digital platforms.
THE STRATEGY
Promote the tournament by shining a light on unknown talent across the region.
We grew our fanbase over 200% and was the most-engaged tournament for Concacaf. We turned our attention to the players, most of whom were not accustomed to the USWNT level of fame, rather than focusing on results. We created over 50 player-specific pieces of video content showcasing their individual skill so that they could share on their own social media channels. For the semifinals and finals, we gave fans unprecedented behind the scenes access to their favorite teams. We even caught Tobin Heath infamously whistling on camera during her walk back to the locker room.
