SSE and Women's Football

BRIEF

To illustrate how and why SSE are supporting all levels of women’s football by telling the incredible unknown stories in the game. We were challenged to deepen the relationship the brand has with customers and prospects by creating content that was emotionally engaging, sparked positive conversation online and ultimately drove people to SSE’s website.

SOLUTION

Synergy created Dads and Daughters, a series of mini-documentaries celebrating fathers who have played a major part in their daughters playing football…and the enormous benefits they’ve seen because of this. Our films tell stories of the special father-daughter bond that football can create across all levels of the game, from grassroots to professional, and the power of football to help girls overcome challenges they face in life.

Episode 1: The Professional - Kelly & Bernard Smith

The first episode launched on Father’s Day with Women’s Football legend Kelly Smith. We showed how Kelly’s dad Bernard helped her become the top goal-scorer in England Lionesses’ history.

Episode 2: The Beginner - Daisy & Kenny McGregor

An emotional story of how girls-only football gave Daisy new friendships, confidence and acceptance. More importantly, it became the catalyst for Daisy to take control of her medical condition, Tourettes. Through football, Daisy and Kenny conquer challenges together, building a powerful bond along the way.

Episode 3: The Next Generation - Flo & Rob Allen

17-year-old Flo and dad, Rob, tell their story of what it takes to make it to the top. Flo, through extreme determination, dedication and sacrifice, is making huge strides toward her lifelong dream of representing her nation at football. She recently achieved one huge step towards her goal by being selected for England’s U17 World Cup in Jordan.

RESULTS

Our first two episodes had over a million views across social media, resulting in more than 39,000 clicks through to SSE’s website. Our supporting PR campaign gave us over 150 pieces of coverage, reaching audiences of 52 million.

Episode 3 has been the most successful piece of organic content in SSE’s history. The film launched during Girls’ Football Week and saw everyone from Jacqui Oatley, Lionesses’ Head Coach Mark Sampson and WSL League and clubs engaging with the content. The likes, loves and shares keep coming in, generating fantastic positive sentiment for SSE.