FIFA
Working on behalf of WePlay as Head of Content, Mark’s primary responsibility was to oversee the agency’s largest account – football’s world governing body, FIFA. Mark and the team he led at WePlay:
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Oversaw FIFA’s digital content strategy, including planning for the 2022 Men’s World Cup in Qatar
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Led and oversaw the creation of a Facebook, Instagram and YouTube playbook, outlining best practice and formulating strategies for creative development.
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Created and oversaw weekly, monthly and quarterly analytics reports filled with insights and recommendations on how to improve content performance.
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Developed FIFA’s first cross-platform community management strategy for the 2022 Men’s World Cup.
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Advised FIFA’s digital leadership on how to optimise workflows and structures to drive increased efficiencies and improve ways of working across the organisation.
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Built and distributed weekly emails documenting the best performing sports content and latest innovations from the sector.
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
(Men's World Cup & Women's World Cup accounts)
Total views increased by
26% to 545m
Total reach increased by
42% to 126m
Subscribers grew by
61% with 1.9m added
(Men's World Cup & Women's World Cup accounts)
Total reach increased by
75% to 1.7bn
Total engagements grew by
119% to 86m
Total video views went up by
330% to 560m
Total engaged users increased by
198% to 116m
New page likes grew by
19%, adding an additional 1.1m people
