Chelsea FC
Reaching and deepening relationships with a new generation of Chelsea FC fans
The Objective
Iconic football club Chelsea FC came to TikTok to reach and deepen their relationship with a new generation of fans by implementing an always on strategy, utilising bespoke TikTok native content.
The Solution
Chelsea FC developed a bespoke content strategy, purposefully designed to be distinctly TikTok. With the support of digital marketing agency Brainlabs, Chelsea FC amplified this content, using TikTok’s follower acquisition tool, Community Interaction, targeting new audiences, which encourages users to follow their account and engage with the content on their profile, helping to drive a large number of new followers.
The next step for Chelsea FC was to engage their followers further by running in-Feed and Spark Ads, encouraging users to download the brand's app. Followers were targeted with bespoke developed content, promoting the app’s features whilst ensuring it continued to follow TikTok native styling.
The Results
Using TikTok’s Community Interaction solution, the brand grew their following by 45%. Proving just how TikTok native and engaging the videos were, the 6 second view-through-rate increased 25.3% when compared against benchmarks. *Further, after using TikTok’s organic follower retargeting, Chelsea’s saw a 179% increase in app downloads.
