Twitter is the social network where fans are the most active and passionate when it comes to women's football. With year-on-year growth in followers and tweets. So, we had to be present at the biggest event of the year: the Women’s EURO 2022.

But there was a problem: TikTok, one of our main competitors, was the official sponsor of the event and we couldn't be anywhere near the stadiums or do anything on the site of the tournament. How could we be part of the event and the conversation with all these restrictions?

Twitter couldn’t get into the stadiums, but fans could. So, we took some of the most powerful Tweets supporting women's football and England’s national team and players on our platform and transformed them into something that every fan would bring to the stadiums: football scarves.

We handed them out to fans before the games and they did what they do best. Turning a football accessory into a new media in every stadium gave our brand, our tweets and support to women’s football the visibility it deserved during the whole competition.

The tweets were carefully selected and picked to illustrate our support to women’s football and strike a chord amongst our English audience. With tweets from fans, fan clubs and the players themselves to ensure positive reactions and shareability. We wanted to show a broad audience, and especially women, that Twitter rhymes with both male and female football.

To get as many fans as possible to participate and take our scarves to the stadium, we partnered with the two biggest Lionesses’ fan clubs in England. We also sent our scarves to key opinion leaders, journalists, influencers, to amplify our message.

We brought online Tweets to life using real football scarves. The design blended elements and colors from the England National team and Twitter to ensure that fans would want to take it to the stands. Thousands of scarves were produced with a variety of real aspirational tweets on them.

Game after game, we met with fans and handed out more and more scarves. Spreading our support to the Lionesses and giving our brand and mission more visibility. We followed and supported England throughout the championship, making our way to every pre-game fan club event, in all the organizing cities, from the first game up until the final and podium ceremony where our scarves made their way organically to the players hands.

Although we couldn’t invest in media or sponsor the event, our campaign and thousands of scarves made over 376 million impressions and generated over 3 million dollars in earned media while appearing in some of the most prominent national and sports news outlets.

Twitter reached an all-time record number of Tweets and engagement during the Women’s Euros (vs. previous women’s sporting event) and helped the Lionesses’ Twitter account increase its followers base by 83%.