The campaign launched into an increasingly crowded sporting landscape, competing for attention following a summer packed with major sporting events. The BWSL needed to sustain momentum from the Lionesses’ European Championship success while engaging three distinct audience groups-Core, Free and Secondary fans-each with different motivations and levels of engagement.
The challenge was to balance mass reach with audience relevance, ensuring messaging resonated with each segment while driving both immediate action and long-term fan growth.
Threepipe Reply delivered a high-intensity omni-channel campaign across TikTok, Meta, YouTube, Linear TV, VOD and Out of Home, designed to maximise impact in the lead-up to the season launch and sustain momentum through the opening fixtures.
Audience segmentation sat at the heart of the strategy, with bespoke creative developed for Core, Free and Secondary fans to ensure messaging reflected their relationship with the league.
A TikTok-first creative approach was introduced to reach younger audiences using platform-native content and Spark Ads, helping transform awareness into engagement. Across video channels, tailored storytelling connected with each audience segment through a mix of football-led narratives, player-focused content and club affiliation messaging.
Out of Home activity focused on high-impact digital placements in London and Birmingham, strategically supporting key opening fixtures and reinforcing campaign visibility in priority markets.
YoY increase in viewership during the opening two weeks of fixtures
YoY growth in attendance across the first two match weeks
The campaign’s success was further recognised through a nomination at the TikTok Awards 2025 in the “Biggest Impact for a TikTok Campaign” category.
