We check out how LaLiga used social media to garner engagement and keep related within the lives of Indian soccer followers by means of 2020.
Over the past three years, LaLiga has garnered thousands and thousands of followers in India and labored by means of numerous advertising and marketing methods to set a benchmark. To be extra accessible to followers, LaLiga’s strategy shifted from a standard channel to extra of a direct channel, which is, social media.
Social Media Play
In 2020, because the world was going by means of a pandemic and folks have been quarantined at residence; skilled soccer took a setback and motion was lacking on the sector. In the course of the lockdown, LaLiga launched programming initiatives on Fb Watch like ‘LaLiga StayAtHome’, ‘LaLiga Nations’, and LaLiga golf equipment for soccer followers in India to maintain them nearer to the sport.
LaLiga StayAtHome featured well-known sports activities personalities participating in dialog with followers about how they’re dwelling by means of the lockdown. LaLiga Nations showcased the significance of current and previous soccer gamers of various nationalities and the influence that they’ve had on LaLiga and Spanish soccer as an entire. The LaLiga Golf equipment programme mentioned the historical past of Spanish golf equipment inside their cities and outlined the importance of every membership.
After the lockdown, LaLiga was one of many first leagues on the earth to renew stay soccer. Because it was not potential for Indian followers to go and watch the matches stay, LaLiga introduced the match to them by broadcasting them stay on Fb Watch.
Based on an official model assertion, because of the live-streaming of matches on Fb, LaLiga witnessed a 72% enhance in viewership in India. Impressions per put up elevated by 461% whereas the engagement per put up took a leap of 117%. The pattern is comparable at a worldwide degree however the enhance in India was method above common.
Leveraging Model Ambassador
Earlier than the lockdown started at residence, Rohit Sharma, LaLiga’s model ambassador in India, had visited Spain to catch the watch the marquee conflict between the standard arch-rivals Actual Madrid and Barcelona. Footage from the go to was shared on social media to advertise the league.
Across the similar time, LaLiga had additionally launched its first audio-visual marketing campaign in India, the place Sharma took followers by means of the ethos of LaLiga. Extra lately, in September, Sharma had shared a brief clip to announce the league’s revival.
With soccer presenter Joe Morrison, Sharma had additionally engaged with followers of LaLiga in a digital dialog on Fb to speak about health, life-style, and extra. He spoke about his life-style and the way he saved himself busy throughout the lockdown. The dialog focussed on health and household, the place different subjects comparable to dressing room anecdotes have been talked about.
Additionally Learn: How Facebook became the primary screen in LaLiga’s marketing journey
Bollywood actor Esha Gupta had, in an interview with group LaLiga, had revealed her love for the league and soccer. Full with anecdotes from childhood, the candid chat was one which helped the league additional lengthen their narrative on social media.
On a number of events, Gupta has shared posts on Instagram, collaborating in conversations across the league, numerous groups and the game.
In 2020, LaLiga additionally launched the ‘LaLiga eSpace app’ for Indian and Bangladeshi viewers forward of the marquee conflict between Actual Madrid and Barcelona. The app was launched in order that the followers can have easy accessibility to the historical past and the wealthy heritage of ElClassico together with fascinating trivia.
Whereas leveraging social media in its advertising and marketing technique has been working for LaLiga, it did give a contact of a standard advertising and marketing strategy. The league rolled out a Pink Carpet at seven completely different iconic places all over the world together with the Pink Fort at New Delhi to advertise the ElClasico fixture.
Reflecting on 2020 and placing forth his expectations from LaLiga’s journey in 2021, Jose Antonio Cachaza, Managing Director, LaLiga India stated, “2020 has been a tricky 12 months. Each companies and societies have suffered at giant. The truth that skilled sports activities motion was again, it gave an essential message to the society as we overcame an enormous problem.”
“There’s a large fan following for soccer in India and I consider this 12 months to be a greater one in order that we are able to proceed to interact and dole out thrilling content material to our followers with a view to carry the societies nearer,” he added.