influencer-led fan engagement for the women’s world cup

driving global visibility for google pixel in partnership with footballco, the world’s largest football media brand. 

Project: 2023 fifa women’s world cup

Client: football co

OVERVIEW

Google Pixel partnered with Footballco – the world’s largest football media company, with 100 million social followers and a global reach of 720 million – and engaged BTB to elevate the visibility of women’s football during the 2023 FIFA Women’s World Cup. The campaign centred on capturing the live energy, emotion, and diverse perspectives of fans and creators, using Google Pixel to drive an immersive digital narrative across social platforms.

WHAT WE WERE ENGAGED TO DELIVER

  • Capture real‑time fan reactions, opinions, and emotional moments through varied content formats to boost visibility for women’s football.
  • Support TikTok creators in showcasing their unique World Cup experiences, leveraging Google Pixel for creative freedom and storytelling.
  • Highlight key matches through dynamic content created by Pixel FC creators.
  • Provide end‑to‑end project management, including dual BTB leads overseeing operations and personnel across multiple cities.
  • Deploy City Project Leads in Sydney, Brisbane, Adelaide, and Melbourne to manage on‑site logistics, content capture, and matchday floor operations.
  • Supply content producers and floor managers on match days to ensure seamless coverage of fan stories and manage real‑time challenge. 

    OUTCOMES

    • Enhanced fan engagement through live fan reactions and storytelling that amplified excitement around the tournament on social media.
    • Increased visibility for women’s football by showcasing the community spirit of the World Cup and strengthening Google Pixel’s digital presence.
    • Seamless collaboration with TikTok creators, resulting in high‑impact, authentic content from diverse perspectives.
    • Efficient multi‑city operations, with city‑based teams ensuring smooth logistics and consistent content capture across all locations.
    • Supported destination partners by delivering high‑quality, locally captured content that showcased host cities and contributed to broader tourism and event‑experience objectives.

    ENGAGE US▸

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