SERVICES
- Branding
- Social Media
- Website
The Beautiful Game Tour
The Beautiful Game Tour was a fundraising challenge led by Sir Bobby Charlton Foundation trustee John Shiels MBE. Cycling 1,600 miles across 92 professional football clubs, raising vital funds for children affected by conflict and trauma.
As a digital partner, our team delivered the complete online strategy. This included assisting with the campaign logo and colour palette, building a bespoke website page, shaping core messaging, and managing social channels.
Following on-site coverage for the launch at Manchester United, we managed all ongoing tour content remotely using real-time updates and partner highlights.
Campaign Execution
Executing over a two-month period (11th June to 12th August 2026), we published 120 dedicated assets across Facebook, Instagram, and LinkedIn. Content was distributed broadly across channels to maintain the following consistent touchpoints:
• Cross-Channel Social Media
Shared unified updates, Reels, Stories, and carousels across every profile to build and maintain widespread momentum.
• Campaign Webpage & News Section
Built and managed a dedicated campaign page alongside publishing tour updates.
Key Metrics & Performance
The digital strategy delivered strong performance gains across all of the following primary metrics:
• Content Views
Achieved significant view growth across channels, led by Instagram +253% and Facebook +199%.
• Community & Platform Growth
Expanded the foundation’s combined audience, securing consistent follower increases across Instagram +8.8% and LinkedIn +8.7%.
• Interactions & Clicks
Increased total audience interaction across all platforms. LinkedIn served as the main conversion driver, increasing total interactions by +383% and sending over 3,000 direct visitors to the site. Alongside Facebook which achieved a +548% increase in direct link clicks.
• Page Visits
Drove strong traffic across platforms, led by Facebook with 52% and closely followed by Instagram with 41.54%.
Key Takeaways
• Integrated Channel Strategy – Aligning channel-specific formats ensured optimal campaign performance: high-impact visual media drove reach, while professional networks drove direct action and website traffic.
• Real-Time Campaign Management – Remote coverage of on-the-ground milestones and local community stories sustained consistent engagement peaks over the full 9-week period.
