The Challenge
UEFA EURO 2024 was one of the biggest footballing events to date. Ahead of its broadcast, Optus Sport faced a dual objective:
Drive awareness that every match was available exclusively on the platform.
Convert that awareness into subscriptions, while delivering content that felt organic and engaging.
This meant developing a strategy that brought the tournament to life for both casual fans and die hards - before, during, and after every match.
The Solution
A comprehensive social strategy was developed and executed, with a focus on creating FOMO, celebrating key moments in real time, as well as analysis clips, on the ground content, and more.
Our content mix included:
Live match clips showcasing every moment from EURO 2024.
Vertical explainers Daily creator-style content filmed and edited with on-camera talent to ensure authenticity and speed, tailored for TikTok, Instagram Reels, and YouTube Shorts
Custom graphics and match creatives to preview and recap every game
In-the-moment video reactions and viral clips designed to spark conversation
We ensured content was bold, fast, and reactive - helping position Optus Sport as a must-follow destination during the tournament.
The Results
EURO 2024 became Optus Sport’s most successful social campaign of all time, with record-breaking results across every major platform:
941 million video views across all Optus Sport social channels
41.84 million total interactions (likes, shares, comments)
+1.75 million net new followers, including:
+639K on Facebook
+339K on Instagram
+656K on TikTok
+99K YouTube subscribers
485k clicks referred back to the app from social content
Daily production of creator-style videos, shot and edited in-house, driving engagement and storytelling.
This campaign not only elevated Optus Sport’s presence during a global tournament, it redefined the standard for football coverage on social in Australia.