TikTok wanted to cement their position as the home of modern football fandom during UEFA EURO 2020, reaching new users and fuelling audience growth through the power of football.
To do that they needed a partner who truly understood the modern football fan; one with a rich track record of entertaining and inspiring football fans all over the world with creative content.
The COPA90 Approach
Leaning into the aspects of culture, community and creativity that have fuelled TikTok’s success in recent years, we delivered a month-long festival of football for the always-on generation; a bold programme of innovative formats and original shows that would inspire and entertain fans across Europe throughout the tournament.
Partnering with talent from the COPA90 Creator Network, we tapped into relevant audiences both on and off the TikTok platform, embracing the synergies between football and broader areas of youth culture like music and fashion.
We created 7 brand new formats as well as TikTok’s first ever Live football show, reaching millions of young fans that were now turning to TikTok for their football coverage during the tournament.
By identifying and ideating with relevant creator talent from the COPA90 network, we were able to showcase the inspirational power of international tournaments through a constant slate of content that fans went crazy for, generating over 300k shares, 9k+ inspired content creations and over 180k new followers.
What’s more, we reminded the world just how joyous football really is in a way that only TikTok could make possible.
Inspired content creations
“This campaign was perfect for the platform and the way our fans engage with it. When our partners now ask “How can we own football on TikTok?”, we tell them to work with COPA90 and their ARMY of creators.”
Head of partnerships and community, TikTok