LFC x ECB
New Balance Football
Engaging partnership activation content.
Through their partnerships, New Balance want to drive appeal and relevance amongst a younger sports audience who have a relatively low awareness of what the brand stands for.
We know from our SELFHOOD network that this audience like to feel a synchronicity with the celebrities and athletes they follow; they want to engage with content they find authentic and relatable.
In the run-up to the Ashes 17/18 tour of Australia, we took advantage of the brand’s partnerships with both England Cricket and with Liverpool Football Club to create a piece of opportunistic, cross-category content that involved pros from both sides of the game participating in fun cricket and football-related challenges.
Key to the success of the idea was to create an environment in which the players could feel relaxed and be themselves. In doing so, the content revealed a side to their personalities that isn’t often seen, but that our audience could totally relate to.
The content was published via NB Football and NB Cricket social channels as well as by the ECB.
The content achieved over 800K views on Facebook.