Objective:
As a global sponsor of UEFA EURO 2020, TikTok wanted to cement its reputation as the home of football fandom - where fans could share their passion for the game - while also driving awareness with new audiences across Europe.

Challenge:
TikTok tasked us with covering every single EURO 2020 match in real time, producing market-relevant content that would resonate with fans in different countries and prove that football culture starts on TikTok.

Response:
We adopted a consumer-first content strategy, enlisting creators from the UK, France, Germany, Italy and beyond to deliver localised, fan-centric storytelling. By tapping into live conversations during games and partnering with popular athletes, we created culturally relevant content that lived natively on TikTok. We also extended TikTok’s presence beyond the app by activating content in real time across OOH fan zones.

Results:

• 115M+ impressions across campaign content

• 1M+ engagements during the tournament

• Content featured live on OOH screens in fan zones, extending reach beyond social media

• Cemented TikTok’s role as the platform where football culture happens first

My Role:
As Account Director, I oversaw multi-market creative and creator execution, ensuring each game was covered with culturally relevant content tailored to local audiences, while scaling results across TikTok’s global footprint.