CWG - Bring It Home

Challenge

The battle against Covid created a new wave of national togetherness, and left us longing for sports culture more than ever. Our challenge was to tap into this and create a new fan following for Team England.

Idea

‘Bring It Home’ was a socially led communications strategy spanning 18 months, to galvanise support for Team England, inspire the nation and the next generation of athletes. Over the campaign period, we produced over 800 pieces of social content, engaged 50+ athletes from Team England sports and launched the Team England TikTok channel. 

The Impact

    - Organically grew a new youth audience on TikTok to 35K followers; with combined         content views of 9.2 million and three pieces of content alone hitting 1.5 Million views.
    - Over 4K pieces of print, 55K pieces of online coverage, over 6.5K pieces of broadcast         coverage and an increased brand positivity score.
    - Positive perception of Team England also increased, with the positivity score reaching         50%, moving up to third from sixth behind Team GB (62%) and Paralympics GB (61%)