Eintracht Frankfurt
Pals Socks is an extremely unique children’s apparel brand that works to help the next generation celebrate unique qualities and characteristics that make each of them so amazing!
about
As a well-known German soccer club with a rich history, Eintracht Frankfurt was aiming to reach a growing American audience to expand its brand in the States.
The Hype Social team brought a fresh approach to community management and content execution to Frankfurt’s Twitter/X. By developing new match-day commentary, coordinating the creation of live graphic and video content, and performing outreach into untapped markets, we were able to quickly grow Frankfurt’s audience and reach.
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Eintracht Frankfurt needed to tap into the rise of football fandom in the United States.
Although Frankfurt is a well-known German club, they struggled to effectively reach an American audience.
Our mission was to grow a Twitter/X account, dedicated solely to growing Frankfurt’s American fanbase.
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Our first step was to understand how the Frankfurt team attempted to engage American users, and why those strategies failed to make an impact.
Once we understood the engagement practices and overall approach, we began our research on competitors, similar brands in different verticals, and social media communities in which our demographic would be found.
Prior to us partnering with Frankfurt, their commentary consisted of direct, “news-like” recaps of updates and event. We found that many European sporting organizations operated in a similar manner. Compared to U.S.-based clubs, many of which interacted with their audiences in personal, friendly, and, at times, edgy, tones. The Hype Social team knew that that the best way to engage with the target audience was through personal content that drove conversations and allowed Frankfurt to stand out from other German clubs.
By leveraging a more personable approach to our engagements and live content, we seen a massive opportunity to grow this brand’s social presence.
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While working on Frankfurt’s Twitter/X, we were tasked with:
• Developing social media strategies, structures, and processes
• Crafting monthly channel campaigns
• Graphic creation
• Handling of community engagement
• Tracking and reporting of all social goals and metrics
• Post-production of short-form videos and execution of content
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Over the initial 12-month period, we were able to reach exciting results!
The top goal was to increase audience engagement and increase size of American users. In the first 12 months, we were been able to achieve:
• A 12k increase in Twitter/X audience (from 4k to 16k)
• 82% of audience from the United States
• Over 300k organic profile visits
