Established in 2006, Footy Boots trail blazed as a niche digital publisher, working with leading brands and professional footballers to provide news and opinions on the football equipment used by amateur footballers globally.
Footy Boots wanted to increase brand awareness and improve their authority in the search engines. They noticed a number of competitors were beginning to target the same audience.
As an online football publisher, Footy Boots wanted to take their brand beyond the hardcore football equipment tribe and extend their appeal to the regular amateur footballer.
Starting with an in-depth ‘Discovery’ we revealed insights about the Footy Boots audience, their position in the market and growth opportunities .
The Discovery provided a real understanding of how Footy Boots worked as a brand, what they wanted to achieve and what their audience wanted.
It provided the base for campaign ideas.
The campaign had to relate to the Footy Boots audience, but also appeal to more mainstream press. We needed something that would generate backlinks and brand mentions referencing Footy Boots as the content source.
The final idea chosen was based on crowning the best football trick of all time. Footy Boots would poll its audience to determine the most popular trick, then we would create the story and outreach to the media.
Further outreach to the press built momentum. The story was picked up by UK based sports channels, newspapers and online publishers.
This led to further coverage. As the story spread, international news outlets picked up on the story, including Colombian press who were very proud to feature their player being recognised.
The campaign hit the jackpot when Rene Higuita was featured on Colombian national television, thanking the Footy Boots fans for choosing him.
We duly followed up by getting an interview directly with Rene Higuita which added more fuel to the story.