Case Study: Major League Soccer achieves a 61% engagement increase with Emplifi

How the league has brought fans and players together on social media to celebrate their 25th season

Major League Soccer faced an abrupt pivot during its planned 25th season when the 2020 off-season and pandemic restrictions disrupted live events and original marketing plans. To keep fans engaged and adapt quickly, the league turned to Emplifi for social media insights to guide content decisions and experimentation across platforms.

Using Emplifi’s insights, MLS launched flexible, conversation-driven activations—remixing archival footage, interactive YouTube analyst sessions, celebrity Twitter hangouts, Fan Zoom Rooms, and a UGC hub that generated over 17,000 branded player graphics in the first 24 hours—while amplifying player-led initiatives like Black Players For Change. Emplifi’s data helped MLS identify what worked and pivot away from what didn’t, driving a 61% increase in engagement on conversation-focused posts.

Major League Soccer

Melissa Marchionna

Senior Director of Social Media