Juventus Academy
Client overview
Juventus, one of the most celebrated football clubs in the world, developed a global network of 60+ youth academies. Through this network, Juventus are able to train players from a very young age, using world-leading training standards, thus promoting the development of talent and providing players with the opportunity to work their way into the Juventus network.
The challenge
Juventus Academy was an instant success following its introduction to Malta in 2021, with much of this success owing to the weight already carried by the Juventus brand name.
The brand noticed two primary gaps within the remit of its marketing activities.
Limited market education
Despite being aware of the presence of Juventus Academy, very few people were aware as to the full range of services and benefits provided by the academy. These ranged from state-of-the-art coaching methodologies to international opportunity access, presence of Juventus certified professional coaches, and much more.
Low online engagement
Engagement rates on Juventus Academy’s social media pages were significantly low. To sustain the successful intake of players during its first season in Malta, the brand needed to double-down on its social media initiatives, driving a strong presence that maximised visibility and customer retention.
The solution
Stakeholder engagement
We became highly active in publishing content pertaining to any ongoing activities, keeping existing customer up-to-date with everything going on at the academy. We made this component as personable as possible, showcasing content such as ‘Match MVPs’ and ‘Top Scorers’ at each of the academy’s tournaments, keeping players’ parents highly engaged.
Communicating USPs
From access to international football opportunities, to fine tuning one’s skillset through Juventus’ unique and advanced training methodology, we leveraged creatives to clearly communicate all of the unique selling points offered by Juventus within the local market.
Content production
We sought to communicate the scale and gravity of Juventus Academy’s events on an ongoing basis, using these as a key hook for new registrants. We deployed on-the-ground production teams to capture the moment at live events, enabling us to showcase captivating video content across Juventus Academy’s communications.
Juventus builds people first, footballers second
It’s every young footballer’s dream to make it onto the professional scene and become a great player. We tapped into this emotional connection by developing creatives that show academy players stacked side-by-side with Juventus’ elite footballing stars – such as Vlahovic, Cuadrado, and Morata.
