Non-League Day
Aligning the missions of grassroots football and reconnecting communities to local sport with short-running UGC campaigns.
Brief
We proactively reached out to Non-League Day to offer support based on our deep experience in football marketing. Recognising the community-led nature of non-league clubs, we identified an opportunity to help grow awareness and attendance through creative and digital media. Non-League Day needed a high-impact campaign to drive awareness and attendance at local matches, particularly among a digital-savvy audience. With many clubs run by volunteers and limited resources, the challenge was to deliver a community-driven initiative that could cut through on social media and energise grassroots support.
Action
Our expert teams created a short-turnaround, full-funnel UGC campaign with a strong creative and strategic backbone. We developed branded organic and paid social content, Instagram Story assets, and a supporting digital toolkit for clubs and partners. Paid media was used to amplify reach and engagement, while we provided full campaign strategy, execution, and ad spend. Supporting elements included campaign messaging guides, legal T&Cs, and digital PR outreach.
Result
The results we delivered to our client after this two-week campaign speak for themselves:
Our organic social Instagram campaign reached 41,632 fans with 167,521 impressions, 6,762 content interactions, and a follower increase of 820 (78% organic). This ran alongside Paid Ads, which reached 17,486 with 35,040 impressions and 5,636 engagements at a cost-per-engagement of £0.15. During this, we also created an email campaign that was sent to 105 clubs with a 46% open rate and 32% CTOR.
Our PR efforts gained coverage and included features in match day programmes, National papers, Non-League Insider and the Non-League Paper.
Non-League Day 2025 was considered a great success as the total attendance in Steps 1-4 was 149,060. That is an 11.92% increase on Non-League Day 2024.
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