Case Study: Football Association of Wales builds national pride and fan engagement with Working Word

Football Association of Wales reaches 482,740 with Working Word during Euro 2020

The Football Association of Wales (FAW) enlisted the support of Working Word to build upon the legacy of a previous tournament and enhance its communications for the Euro 2020 championship. Their primary challenge was to position Welsh football as central to the nation's culture, foster a sense of belonging and pride among all Welsh people, and ensure fans remained at the heart of the campaign despite lockdown restrictions preventing them from attending matches.

Working Word implemented a multifaceted content strategy that included creating an 'Instazine' for backroom staff, promoting the Welsh language, and producing highly shareable fan-generated anthem videos. The results were significant, with one anthem video reaching over 254,000 people on Twitter and another being broadcast on BBC and German TV pre-match coverage. The campaign also generated millions of social impressions and engagements, including two million views for the FAW's first-ever Instagram stickers, successfully meeting all of the FAW's objectives.

Football Association of Wales