The BBC and Havas wanted to instill the meaning of the FA Cup back into the younger generation of football fans by showing them what it really stood for. To tackle this they created a call to action video of short clips of #NoGutsNoGlory moments from the previous rounds. The call to action is for football fans to share their #NoGutsNoGlory moments on social using the hashtag to allow the BBC to create a new video each round with this content. We were tasked to deliver 900,000 native video views across social and ultimately ensure mass participation in the campaign with a UK only target audience.
We seeded BBC’s #NoGutsNoGlory video using a combination of the largest football influencers and specific influencers for each of the clubs appearing in the featured BBC match. By using specific club accounts for each team we have been able to infiltrate each club’s community and not only drive native video views but engagement and fan-generated content using the #NoGutsNoGlory hashtag.