The Women’s World Cup 2023 was set to be the most exciting tournament the women’s game had ever seen. But only 2% of print & 6% of TV news coverage focused on women’s football. With a potential broadcast blackout across Europe and time zones to contend with, we spotted an opportunity for Google Pixel – whose goal is to increase visibility of women’s football – to offer the solution.
With TikTok identified as the preferred social platform for our target audience to follow women’s football, we partnered with European football powerhouse GOAL to create daily, scroll-killing content for Gen-Z, tailor-made for their TikTok consumption habits and all filmed on Pixel devices. Providing fans with entertaining content from the tournament – embedding the brand in football culture, growing SOV vs competitors and shifting consideration for Pixel.
With 7 specifically chosen creators flown out to Australia and 8 covering the tournament from back home in Europe, our scale was unprecedented – going live daily, creating 137 different films, spread over 6 markets, covering 26 games in 7 cities. With over 418m video views, we drove numbers not seen before in the space.
Nobody was closer to the action and fans than us. We brought the tournament to audiences’ fingertips while demonstrating how the Pixel camera and features enhanced the fan experience.
On the pitch, Spain were crowned champions. Off it, a new era of coverage was born, showing fans the growing passion for women’s football around the world – all through the lens of Google Pixel.
