Founded by Tom Scott, Little Mesters provides high quality, honest and creative digital marketing services tailored completely to the needs of each client. Head Mester Tom Scott discusses their work with Sheffield FC, the world’s oldest football club over the past 12 months.
For as long as I can remember, sport has been a huge influence on my life. Whether that’s football, cricket or hockey, I believe the communities that surround every sporting venue and club - from grassroots to professional - have the ability to change lives.
Since founding Little Mesters, I’ve also been lucky enough to be able to bring my passion for sport into my working life. We’ve worked with Sheffield FC, the oldest football club in the world, to create a global membership scheme via targeted digital and social media strategies. We also continue to deliver paid and seasonal social media advertising, reporting and creative for When Saturday Comes, Britain’s leading independent football magazine.
A key feature of what we do has been capitalising on what we like to call ‘energy moments’. These moments, often in collaboration with other creative agencies, centre around larger campaigns designed to generate and maintain momentum around trending events.
These collaborations have culminated in campaigns such as Sheffield FC’s 2021/22 kit launch with COPA Football, Peter & Paul and Pedalo Photography, as well as the club’s inclusion in FIFA 22 and Ultimate Team as part of the ‘F.O.A.T Code’ in partnership with EA Sports and Jung von Matt Sports.
Outside of these collaborative campaigns, the unpredictable nature of the sports industry can present challenges and opportunities for our team and wielding the expertise to appropriately react is part of our ongoing strategy with Sheffield FC.
The unsuccessful launch of the European Super League typified this approach, resulting in a statement from the club across all social media channels delivering over 500k impressions and over 35k engagements.
Over the past 12 months, Sheffield FC has grown significantly. Since March 2021, we have helped to deliver:
- 28.9m impressions
- 1.3m engagements
- 89.5k link clicks
- 9.8k audience growth across all channels
Things to think about when trying to boost social engagement and following:
- What ‘energy moments’ do you have coming up? Plan for them and don’t be afraid to repeat messaging
- Find partners and use each other’s audiences to spread the message
- Are you using platforms to their full potential? Have you got pinned posts, Instagram highlights etc?
- Are you using the right platforms for the right messaging? For instance, match updates don’t belong on LinkedIn and sponsor seeking posts are less likely to engage in Instagram.
