Nine Metros’ Women’s World Cup Coverage on Social Media
2024 Finalist

Nine Metros’ Women’s World Cup Coverage on Social Media

The Sydney Morning Herald, The Age and Brisbane Times

Australia

Category Social Media

Overview of this campaign

Feedback for mainstream media in the past has highlighted the lack of airtime women's sports and sporting achievements receive. Our social team, together with our reporters around the country, aimed to challenge that narrative. 

 

Given the popularity of the Matildas in Australia, and the fact that we were the host country for the FIFA Women’s World Cup, we knew it was a prime opportunity to celebrate the sport and the brilliance of our national football team.

 

The Sydney Morning Herald, The Age and Brisbane Times provided comprehensive, creative and engaging coverage of the Matildas’ exhilarating campaign as both a sports event and cultural phenomenon.

 

We wanted to report the Women’s World Cup as an event and news story like we would any sports story: the players’ backgrounds, team strategies, match analysis, match and player ratings, crowd colour. We wanted to celebrate the national enthusiasm and fandom on social, in particular. 

 

We did not hold broadcast rights, which limited what footage we could use, so we formulated a plan to best celebrate the event and sport  — creatively and fairly.

 

To do this, we adapted what we learnt when covering the Men’s World Cup the year prior and then amped it up, splitting the content between the key visual platforms: TikTok, Instagram and YouTube Shorts.


Results for this campaign

The Women’s World Cup was the most-read topic for the month of August for The Sydney Morning Herald, The Age and Brisbane Times websites and that translated into our social output and results. 

 

Videos on the national moment garnered almost 15 million views across TikTok, Instagram Reels and YouTube. We were able to tap into a large audience by utilising the short, sharp and energetic style of vertical video, providing bite-sized analysis, news and colour.

 

Social staff joined reporters and photographers at the official FIFA fan sites, venues and public spaces that streamed games and outside official stadiums to capture the mood of the nation. 

 

Podcast recordings featuring sports reporters were tailored for vertical formats to spark discussion on social media. Not only were these successful posts, but they also amplified the discoverability of our podcast product and the expertise of our journalists.

 

One of our YouTube shorts was used in a TV package ahead of the Matildas’ Olympics qualifier in late October. It illustrated the cultural gravity of the tournament and tapped into the sense of community and virality of the moment.

 

Specially-created designs for the Women’s World Cup were made for our Instagram pages to indicate a point of difference and special coverage. We created assets that spoke to the fandom of the Matildas and the heightened emotions during the tournament. 

 

Social staff were rostered around game time to ensure content was published at optimal times - when audiences wanted social posts that validated their predictions and tapped into their emotions pre- and post-match. Breaking assets, scorecards, photo galleries of 

both the Matildas and crowds were prepared.

 

The scorecard asset for the Matildas’ quarter-final win became the account’s most engaged-with static post in six months, garnering more than 11,000 likes, highlighting the importance of a shareable design. 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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