Mapping the social-impact conversation around the Women's Euros for GSCC
THE CONTEXT
GSCC, a global climate-communications network, commissioned a social listening study around women's football and the Women's Euros — to understand the audience and find out whether a green message could ride that moment
THE Challenge
Big cultural moments are tempting vehicles for cause messaging, and easy to misread. We needed an evidence-based read on what this audience spoke about, and whether green issues might fit naturally with the sporting moment — before anyone built a campaign on a hunch. And if the opportunity was real, GSCC needed to know how to act on it: which channels, which tactics, and how to spend against a fast-moving tournament window.
WHAT WE DID
We mapped roughly 5.54 million posts over two years across Instagram, Twitter and Facebook, in five languages — English, Spanish, German, French and Portuguese. Building the query from the ground up around international tournaments and league teams worldwide, we captured a genuinely global conversation, then filtered it through three lenses — women's football, social impact and green issues — to see how each compared. Beyond the report, we stayed on as a strategic advisor — translating the insight into practical activation guidance, from paid-media planning to lead-generation tactics and supporter nurturing.
STRATEGIC APPROACH
We wanted to understand the global conversation, so we built the query around real tournaments and teams across countries, rather than broad keywords. We then used Audiense and Brandwatch to map the communities driving it, identifying where green and social advocacy surfaced, and among whom. The bigger decision was not to simply measure sustainability conversations: instead, we sized green topics against wider social impact conversations, so GSCC could see how the green opportunity really compared. From there, the focus shifted to action — designing a test-and-learn approach that started small, learned what worked by market and message, and concentrated spend on the moments and audiences most likely to convert.
OUTPUTS & DELIVERABLES
A five-language social-listening report across landscape, themes and audiences.
A trackable audience panel for ongoing community monitoring.
A global query built from tournament and team seed lists, for comprehensive sampling.
Thematic analysis separating green, social-impact and general football conversation.
Clear recommendations on if, where and how a green message could be introduced.
Hands-on activation guidance: paid-media funnel design, lead-generation tactics, a phased test-and-learn budget plan, and email stewardship recommendations.
THE RESULT
We found that women's football is a social-impact stage, but not yet a green one. Of ~5M posts, ~0.04% touched on green issues, while social-impact themes — solidarity, rights, inclusion — made up ~4% of the landscape. The energy was real but values-led — so the clear read for GSCC was that a green message would need to ride that social-impact momentum, not stand alone. From there, we helped GSCC turn that insight into a practical activation plan — advising on how to reach, convert and steward the right audiences across a live tournament moment. Knowing where not to play proved as valuable as knowing where to.