Case Study

Football Association of Wales: Euro 2020

We were brought into the wider FAW comms team to help build on the legacy of the previous tournament, create conversations, bring people together, and share stories that people won’t forget about Wales, its culture and national teams.


  • Position Cymru & Welsh Football as pivotal to, & embedded within, Welsh culture & life.
  • Create a sense of belonging & pride to the National Teams for all Welsh people.
  • Ensure Cymru fans & The Red Wall are at the heart of the campaign.
  • Utilise EURO platform to raise awareness all aspects of the FAW’s work.
Social media posts
Social impressions
Social Engagements
Sticker impressions

Content from the Campaign

With a week or so until the start of the EURO 2020 tournament, we got brought into the wider FAW comms team to help boost their content and reach their objectives. To do so we created a variety of different content. We:
  • Told the stories of the backroom staff through an Instazine called ‘Cyd Chwarae’. Three issues were created which had a reach of over 150,000 and generated over 15,000 likes and 140 comments.
  • Promoted the Welsh language through a series of dictionary style posts explaining the meaning of words associated with the game, along with a guide to watching the game in Cymraeg.
  • With most fans locked out of attending the Euros, we got fans around Wales and the world- a school, a hospital, a football team- to send us a line of the anthem which we stitched together as The Red Wall’s version of the anthem ahead of the second game v Turkey. The video was posted on Facebook and had a reach of 61,945, gaining 1,076 likes and 39 comments. On Twitter it had a reach of 254,258, 1,409 likes, 31 comments.
  • We did a similar thing ahead of the Wales v Denmark where we produced a video sharing clips of 31 schools across Wales singing the national anthem. The hashtag used to encourage people to sing the national anthem was used 7,050 times over 3 days. The video was shown as part of the network BBC pre-match coverage for R16 (making famous hardman Mark Hughes cry!) and was even broadcast on German TV. On Facebook and Twitter, it had a reach of 482,740 gaining 6,649 likes and 181 comments.
  • Created graphic-led films from player interviews, talking about their connection to Cymru.
  • Created FAW’s first ever Instagram stickers, which were viewed 2 million times in just two weeks.