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The Sun #DoUsProud

The Sun launched a campaign to get behind the England team with the call to arms of #DoUsProud.

Overview

With the World Cup 2014 in progress, The Sun launched a campaign to get behind the England team with the call to arms of #DoUsProud.

Challenge

“The World Cup isn’t just about winning,” says Dave Monk, deputy ECD at Grey London. “This time it’s about representing a nation, leaving nothing in the tank, playing with heart, and the fans singing from theirs.”

The campaign launched with a  TV spot which puts a football-themed spin on the regular karaoke format, featuring The Sun’s World Cup anthem performed The Dexters.

The Sun wanted to find a way to engage football fans in a way that could be shared with the England team.

Solution

At the heart of the campaign, social media was used to send messages of support to the England team.

Stackla was used to aggregate these messages onto an online social wall at a custom campaign microsite.

Content was sourced from Facebook and Instagram with The Sun team using Stackla’s moderation controls to choose the content that would be published to the microsite.

Results

“Stackla provided the ideal end-to-end solution we needed to capture, moderate and display user generated content from social media channels such as Twitter, Instagram and Vine,” says Peter Mckensie-Jones of News Ltd’s social media agency, The Social Partners. “The Stackla platform was incredibly easy to set up yet still gave us the flexibility in both technical and creative terms to really bring the campaign to life. We’ve used it for a number of clients, including the current campaign for The Sun’s coverage of the World Cup where the ability to deal with high volumes of posts quickly and efficiently has proved a real benefit.”

Over 18,000 pieces of content were aggregated from Facebook and Instagram.