Electric Ireland Game Changers
Digital Marketing

Digital strategy activation as part of a multi-channel, integrated marketing campaign with Electric Ireland to drive awareness of women’s football in Northern Ireland.



Partnered with the Irish FA, Electric Ireland set about changing the game, not only for itself as a new challenger brand in a new market, but for women’s football in Northern Ireland through its  #GameChangers campaign. The goal was to increase participation in the women’s game by 10% by providing opportunities for girls and women to play football in Northern Ireland. As well as to grow and maintain brand awareness of Electric Ireland and brand affinity metrics to support sales in their residential sector.

Working alongside partner agencies in media, outdoor and PR, The Tomorrow Lab developed a digital marketing strategy to fulfill Electric Ireland’s sponsorship campaign objectives.

Strategy and Tactics

Our integrated digital strategy featured a social media, content and digital advertising plan. This included a regular stream of engaging and informative social media and curated blog content hero-ing the women’s game and grassroots football, amplified by optimised and targeted social media advertising. As well as driving qualified website traffic to electricireland.com, to support remarketing and customer journey progression to drive online residential sales for Electric Ireland.

Delivering on our Word

25% Participation

123K Engagement

3.2M Impressions

71% Brand Awareness