#YVRSocial: Whitecaps FC Video Strategy
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Adam Rootman, Head of Digital at Whitecaps FC, walks us through Whitecaps FC's video strategy with case studies and results
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#YVRSocial: Whitecaps FC Video Strategy
- 1. Whitecaps FC Video Strategy
- 2. Video Strategy Goal • Video first: 600+ video per year (long, short, animated, videos for broadcast, videos for social, scrums, editorial…) • Goal: Brand awareness & ticket sales • Measurement: Engagement | views & Conversions
- 4. • 350,000+ Views • 15,000+ Engagements • Winner of 2017 Major League’s Soccer: Digital Activation of the Year • Picked up by several media outlets including VICE Sports, TSN and The Huffington Post Becoming Canadian: The Alphonso Davies Story
- 6. • 750,000+ Views • 81,171+ Engagements • 25 unique countries • 72 unique publications – including MSN UK, Bleacher Report, London Evening Standard, Goal.com, Fox Sports, Fox News, Yahoo Sports • Runner up for 2016 Major League Soccer: Social Media Activation of the Year PokemonGo player signings
- 7. Video Strategy Pillars • Target market: Sports Fans. • The meat: High quality + Platform appropriate + Brand relevant • Special sauce: Emotive, Access, Humour & Topical.
- 8. Thank you
Editor's Notes
- Adam Rootman – Head of Digital
- Becoming Canadian: The Alphonso Davies Story An 18-minute mini documentary chronicling the life and story of Alphonso Davies, who was born in a refugee camp in Ghana to Liberian parents who fled their home country and eventually settled in Canada after living through parts of two civil wars. The Meat High quality✔️ Platform appropriate✔️ Brand relevant✔️
- Becoming Canadian: The Alphonso Davies Story An 18-minute mini documentary chronicling the life and story of Alphonso Davies, who was born in a refugee camp in Ghana to Liberian parents who fled their home country and eventually settled in Canada after living through parts of two civil wars. The Meat High quality✔️ Platform appropriate✔️ Brand relevant✔️ The Special Sauce Access ✔️ (Meet Alphonso parents, share special family moments) Emotive ✔️ (Difficult childhood, hard working) Topical ✔️ (Trump anti-immigration, released it around Davies citizenship and first cap for the men’s national team) Humour✔️
- Taking advantage of our club’s unique situation of having just announced two new players, we injected ourselves into the conversation of the PokemonGo phenomenon. Recreating the PokemonGo gaming experience, we added David Edgar and Marcel de Jong to our roster the same way a user would capture and add Pokemon to their Pokedex.
- Taking advantage of our club’s unique situation of having just announced two new players, we injected ourselves into the conversation of the PokemonGo phenomenon. Recreating the PokemonGo gaming experience, we added David Edgar and Marcel de Jong to our roster the same way a user would capture and add Pokemon to their Pokedex.
- The success of these two videos have had a huge impact on our video strategy which we now wrap around the following pillars. High Quality: Production Value (Staffing + equipment) Platform appropriate: (1x1 ratios, no audio for FB, 9x16 for Instagram Stories, Snapchat) or in-stadium. (using licensed music) Everyone should adhere to this. Brand relevant: [Atmosphere, Action, Values (Accessible, Fun, Community)] Special Sauce: Davies Video: Access ✔️ (Meet Alphonso parents, share special family moments) Emotive ✔️ (Difficult childhood, hard working) Topical ✔️ (Trump anti-immigration, released it around Davies citizenship and first cap for the men’s national team) Humour✔️ Special Sauce: PokemonGO. The Meat High quality✔️ Platform appropriate✔️ Brand relevant✔️ The Special Sauce Topical ✔️ Humour ✔️