3× game attendance versus previous year
Carling Black Label · Charity Shield
- Client
- Carling Black Label
- Market
- Zambia
- Sector
- Beverages
- Objective
- Attendance
461%of the impressions goal
The challenge
Fill the Charity Shield game in Ndola by building anticipation, reward-led participation and local pride among football fans, and drive votes in the separate promotion that picked the teams.
Fill the stadium in Ndola and drive votes for the line-ups.
How we ran it
The match was Zesco United against Power Dynamos, so we put the fans of both clubs at the heart of it. A superfan of each club talked up their team alongside Carling ambassadors and football creators.
The campaign ran in three waves. First it made the USSD vote for the line-ups simple, then it built hype around the chance to win a share of ZMK100,000 with a ticket, then it made match day feel unmissable. Performance media focused on Lusaka and the Copperbelt, where three in four clicks came from.
Creators 2 ambassadors, 2 micro creators, 2 super fans, 57 posts
The creators
Zesco United superfan
The engagement star of the campaign, at up to 24.3% on TikTok and 9% on Facebook.
Power Dynamos superfan
Drew the most likes of the organic content, with TikToks holding 9 to 10% engagement.
Sports creator
Her Reels reached 2.2 million views on Instagram and drove three in four link clicks.
Football creator
Got fans picking their starting 11 a month before kick-off.
Football journalist
Brought the stories, the stats and the match build-up.
Results against benchmark
Fans turned up. Ticket sales rose on the previous year, the content passed 14.5 million impressions, 4.6 times the goal, and nearly 3 million video views, and the creators delivered 57 posts against the 36 agreed.
- 3×game attendance versus previous year
- 461%of the impressions goal
- 3.9×link clicks vs goal
- 150%+organic value vs benchmark
- 2.96Mvideo views
What people said
More than ready for the Charity Shield!
I'll be in attendance
Looking forward to it
More work
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