Team B&C | NT
FC Goa is ramping up its social media presence to build fans and popularize football in India. The football club’s latest marketing strategy is to communicate with sports lovers through a mix of pop-culture, movies, shows, music, dance, upcoming football matches on various social media platforms.
Ravi Puskur, vice president, strategy, said, “We have always looked to innovate. We constantly look to push the boundaries and find out for ourselves, what works and what doesn’t. That now reflects in our communication as well”
He said that, the football club is upped the ante as far as creating conversations beyond the realm of pure football, technicalities and football fans, is concerned.
“All in all, it is a bid to create mass appeal for a sport that more than deserves its due, not just in Goa where it is already a homegrown, culturally embedded sport, but in India at large where it needs to be platformed and represented as a viable prospect on the international stage,”
said Puskur.
FC Goa’s new shift towards social media was evident in the Durand Heist campaign, which turned out to be a winner as the team went on to win the coveted trophy taking down Kolkata based Mohammedan Sporting in a fiercely fought final.
The campaign connected with fans who celebrated the ‘heist’ on social media platforms. “The impact of our new shift is immediately visible. Eyeballs on our social media pages have increased dramatically with reach and interaction going up by 124 per cent and 69 per cent respectively on Instagram alone. Not just that but 70 per cent of the reach on the platform was from outside the club’s follower base indicating a keen interest.”
On Twitter, FC Goa’s shares on posts grew 2.5x compared to previous months thanks to the change in the approach. The football club’s focus on social media is to reposition Indian football from Goa to other states in the country. “By enlisting more voices into the conversation we hope to make football a national prerogative and not just an FC Goa one,”
added Puskur.
