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DFB Lead Agency

Brand communication of the product world "Women in soccer"

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Boosting Women's Football: Strategic Marketing, Increased Visibility, and Economic Relevance.

Issue

The task is to support the DFB's "Women in Football" brand world as lead agency in the areas of brand communication, channel management, digital marketing, internal key account management and communication.

One focus was on the World Cup campaign for the women's national team, in particular the strategic derivation and coverage of various touchpoints - especially social media.

Approach

Now that women's soccer in Germany has attracted attention through various sporting successes, the aim was to extend this success to the areas of business and society. Soccer is a business. If we want to professionalize women's soccer, we have to do one thing above all: increase its economic relevance. Its social relevance is undisputed. Women's soccer is already much more open, diverse and modern. Out of anonymity. Towards a heroine. It's time to put sport and sporting performance center stage and celebrate our female athletes.

Impact

We increased and directed attention across various areas - in business by placing the DFB on various panels and in public discourse, in sport by highlighting the players as "heroines" for the 2023 World Cup.

 

For the first time, we succeeded in elevating the national team to a Germany-wide stage and creating the framework it absolutely deserved through hundreds of placements and an increased social presence with various formats!

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