First Team Consultancy

Working with WePlay as Head of Content, Mark led the work with FIFA in the run up to the 2022 World Cup. He and his team helped deliver:

A content playbook defining how FIFA create, produce and analyse content across Facebook, Instagram and YouTube
Weekly oversight of the content strategy, analysing and governing output from two other FIFA partner agencies across Facebook, Instagram and YouTube
85% year-on-year growth in reach of the Men’s and Women’s World Cup Instagram accounts to over 3.3billion
61% year-on-year growth in YouTube subscribers to over 11m
75% year-on-year growth in reach of the Men’s and Women’s World Cup Facebook pages to over 1.7billion
Weekly, monthly, quarterly and annual social media analytics reports presented to nine different stakeholder groups across FIFA
Designed and established a community management strategy for the FIFA World Cup

The content strategies which were developed from the analysis, insights and recommendations I led and oversaw with my team helped produce the following results for FIFA in 2021:

YouTube

Total views increased by

26% to 545m

Total reach increased by

42% to 126m

Subscribers grew by

61% with 1.9m added

Instagram (Men's World Cup & Women's World Cup accounts)

Total reach increased by

85% to 3.3bn

Total engagements grew by

58% to 110m