UEFA
role
Social advertising / Content
client
UEFA / Golazo Brands
NICHE
Clio, European Excellence, Lovie
year
2024 / 2025
Objective
Following Christian Eriksen’s cardiac arrest during Euro 2020, UEFA and the European Resuscitation Council set out to train 100,000 fans in basic CPR skills and raise awareness about life-saving techniques across Europe. My role was to design and lead a year-round, multi-market paid media and conversion strategy that would maximize participation and engagement.
What we've done
1. Developed a cross-channel paid media approach covering social, display, and video across Europe’s eight largest football markets.
2. Created a conversion-focused funnel optimized for different audience segments—from awareness to course completion.
3. Implemented continuous A/B testing to refine messaging, creatives, and landing page performance.
4. Collaborated closely with creative and development teams to ensure seamless user journeys across platforms.
5. Monitored campaign performance in real time and applied data-driven optimizations throughout all campaign phases.
Creative Process
1. Audience & market research: Conducted in-depth analysis to identify high-potential audiences, media consumption habits, and market-specific nuances.
2. Conversion driven funnel design: Mapped the full user journey, from awareness ads to landing page optimizations, focusing on reducing friction and maximizing the amount of course starts.
3. Creative personalization: Localized creative assets and messaging to resonate with football fans in each target market, while maintaining consistency with UEFA’s brand.
4. Cross funnel collaboration: Worked hand-in-hand with creative, development, and analytics teams to align strategy, production, and reporting.
Results
➥ Over 750,000 unique visitors driven to the online CPR platform through paid campaigns.
➥ Achieved a 62% course completion rate, significantly outperforming online learning benchmarks.
➥ Generated 500 million impressions across social and display networks.
➥ Contributed to the campaign winning multiple prestigious awards, including a Clio Award, a European Excellence Award, and a Lovie Award.