Client
A local charity that teaches and supports men and their families through football.
Services
Market Research, Branding, Web Development, Social Media Management, Campaigning
Year
2020
Client Overview:
As a charity that brings men and their families together through football, a lot of Extra Time’s work is done in-person. Unfortunately, the COVID-19 Pandemic meant that Extra Time’s inaugural ‘Extra Time Cup’ charity match had to be postponed. Undeterred by the national lockdown, Buoy Digital helped to orchestrate and run a ‘virtual’ charity match.
Services Provided by Buoy Digital:
- Full brand analysis, including the compiling of market and audience research.
- Creation of a complete brand identity, including the sub-brand of their first charity match.
- Orchestration of an organic two month-long social media campaign.
- Creation of matchday programme for the event.
- Pitches to potential sponsors and press channels.
- Creation of an in-game modification for FIFA 20, including designs for virtual football kits and virtual stadia design.
- Filming, sound design, and editing for an hour-long livestream event.
- Moderation of real-time audience chats on both platforms.
Challenges:
- New charity, meaning a small audience and no brand identity.
- Lack of sponsorship money to invest in paid advertising.
- COVID-19 Pandemic and national lockdown.
Results:
- Organic live viewership of more than 200 viewers across Facebook and YouTube.
- Organic 4600% increase in Facebook and Instagram followers.
- 92.9% of viewers would watch or attend the event again.
- 100% of people said they enjoyed the brand materials created for the event.
- 84.6% of people felt that they were better informed of the work Extra Time does and felt more aware of the conversations surrounding male cancer.
Conclusion:
Despite the minimal budget available for paid marketing, Buoy Digital managed to create a brand identity, social media campaign, and final livestreamed event for Extra Time that delivered its brand and its message to a completely new audience that hadn’t existed previously. We bolstered support for the charity within Devon (and beyond), and founded working relationships with other local sports teams, charities, and even a local MP.
