Creative activation strategy for Xero "Beautiful Moments"

Xero's global business is a leader in cloud accounting across New Zealand, Australia and the United Kingdom. We kicked off Xero Beautiful Moments & Sheroes pre-tournament with the use of archive footage to build interest/awareness for the new activation in FIFA Women’s digital community and implement Xero as a meaningful partner towards the shared values. Leveraged global interest and hype during the tournament to boost engagement for all three activations.

Summary

Global Brand Partnership supporting Women’s Football

Xero as a local sponsor (NZL) leveraging the FWWC to get global reach

Work together towards shared values including helping women succeed and communities prosper

Global Brand Partnership supporting Women’s Football

Xero as a local sponsor (NZL) leveraging the FWWC to get global reach

Work together towards shared values including helping women succeed and communities prosper

Challenge

How could we position a new digital content series within FIFA's global community for Xero, enhancing brand visibility and generating excitement pre-tournament? During the tournament, how could we leverage fan momentum to amplify engagement for Xero's 'Beautiful Moment' videos, showcasing unique goals, celebrations, emotional fan moments, and impactful stories on and off the pitch, prioritising Xero's brand message delivery?

Results

A digital content series, a documentary and branded content series on FIFA+, all delivered for Xero during the build-up to the FIFA Women’s World Cup 2023.

3X

Long and short form content in 9:16 and 16:9, viewed over 34 million times around the world.

4M

Multi-channel platform strategy, covering all of FIFA Women’s main social channels (Twitter, IG, FB, TikTok, YT Shorts, FIFA+) resulting in over 77 million impressions.

Solution 1

"Xero - Beautiful Moments" and our FIFA+ series' sponsored by Xero spotlighted compelling sports narratives. "Beautiful Moments" featured captivating on and off-pitch instances, integrating the Xero logo and brand messages. 5-minute episodes of 'Sheroes' on FIFA+ celebrated remarkable women in football, prioritising impactful stories over branding. Additionally, 'Her Way' featured branded short videos highlighting players' career journeys driving societal change, focusing on women's football trailblazers for a brighter future.

Solution 2

The content, presented in both long-form and short-form videos, accommodated diverse viewing preferences, formatted in 9:16 for vertical screens and 16:9 for traditional screens. Impressively, this multifaceted content garnered a staggering viewership of over 34 million views globally, resonating with audiences worldwide. All of this was done during the tournament itself between matches, in incredibly short turn-around times.

Solution 3

Xero amplified the 'Beautiful Moments' content series during the tournament by using interactive polls and quizzes across their channels. Strategically timed post-match releases capitalised on fan excitement, boosting engagement. Additionally, Xero curated and expanded the reach of this content across their channels, broadening the series' impact to a larger audience.