Digital Marketing Success at the WFA Cup Final

In 2012, Arsenal won the Women’s FA Cup in front of just 5,000 fans at Doncaster. 🏆

Last weekend, Chelsea beat Man Utd 1-0 to win the cup at Wembley with an incredible 77,000+ in attendance. ⭐️

This was also a world record for a women’s domestic club match. 🌎

The WFA used digital marketing with huge success and here’s how: 👇

⚽️ Engaging content for social media

✅ Videos & Photos: Featuring interviews with players, coaches, and fans. Plus tons of photos from the final for people to engage with.

✅ Infographics: Providing stylised information about the final, the teams, and the players.

✅ Ads: Targeting fans who were interested in women’s football and sports in general.

⚽️ Competitions to win tickets

✅ Penalty shootouts: Fans could submit videos of themselves taking penalty kicks – the best were selected by judges.

✅ In attendance: Fans could submit photos of themselves at cup matches – the best were also selected by judges.

✅ Random: Tickets also given away for following the WFA on socials and using the hashtag #WFACupFinal.

⚽️ Targeting specific audiences

✅ Demographics: Younger fans through social media and older fans through television advertising.

✅ Behaviour: Viewers of previous women’s football matches, buyers of women’s football merchandise.

✅ Psychographics: Using values, attitudes, and lifestyles eg fans interested in fitness and health.

⚽️ Partnering with other businesses. 

The FA partnered many big organisations eg Vitality, Nike and Coca Cola, who:

✅ Provided products and services for the teams and the event.

✅ Promoted the event through their own digital marketing channels.