The 2019 Women’s World Cup was a watershed moment in sports. Wells Fargo gave fans a chance to Control the Game alongside some of the biggest USWNT stars.
The 2019 Women’s World Cup was a watershed moment in sports. Through an integrated social campaign and media partnership with Fox Sports, Wells Fargo gave fans a chance to Control the Game alongside some of the biggest USWNT stars past and present.
The Wells Fargo “Control the Game” campaign is all about taking charge. The campaign messaging ties back to Wells Fargo’s “Control Tower” product, which similarly puts consumers in charge of their finances. Retired USWNT superstars Abby Wambach and Sydney Leroux starred in a series of videos to bolster this campaign.
The video themes both touched upon control. In “Superstitions”, Leroux and Wambach share their gameday routines and how the little things add up. In the “Taking Control” videos, both stars shared how they made changes in their lives that impacted how they play.
Both Wambach and Leroux were featured in two videos, which were then distributed on their social channels.
Influencers also played a crucial role in the campaign. Current USWNT stars like Alex Morgan and Ali Krieger posted the Wambach and Leroux videos, further amplifying the message to fans who were following closely while they played in the tournament.
Meanwhile, accounts like @soccergirlprobs and @melissaortiz15, influential in the realm of soccer on Instagram, posted custom content designed to spark comments and UGC from fans.
Sydney Leroux also hosted a live Twitter Q&A on USWNT game day, interacting with fans and promoting the Control the Game campaign during a highly visible moment in the tournament.
A paid partnership with Fox Soccer, the official broadcast partner of the Women’s World Cup, brought the action even closer to the fans. Active players like Lindsey Horan and Lucy Bronze created live content from Paris. Fox also posted reactive, custom content that spoke to the tournament as it happened and hit consumers who were active as they followed the games.
The campaign generated more than 256MM impressions, 66MM+ video views and 3.1MM+ engagements across all social content. This also resulted in a +6% lift in brand consideration and brand favorability for Wells Fargo.
ROLES
Senior Copywriter - Michael Taylor
Associate Creative Director - Peter Neils
Additional Copywriting - Daniel Palau
Account Management - Mary French
Video Production and Editing - Wasserman Media