FÉDÉRATION FRANÇAISE
DE FOOTBALL
From 0 to 200K followers for the Women's National Team in 18 months. #1 global Instagram maintained for the Men's National Team.
CONTEXT & BRIEF
February 2022. Agency Matter selects me for my first freelance assignment as Community Manager for the French Football Federation. The brief is clear: launch the Women's National Team Instagram from scratch, maintain the Men's National Team's global #1 ranking against the competition (Brazil, Argentina), and structure a coherent CSR strategy.
My primary role: Copywriter & Social Media Strategist. I collaborate with professional designers for visuals. My focus: storytelling, captivating narratives, community engagement and Reels editing. 18 months of collaboration, two major competitions covered: UEFA Women's Euro 2022 and the FIFA World Cup Qatar 2022.
I am also an occasional Social Creator for the National Team via agency Two Circles, creating video content and creative formats for the team's social media accounts.
CHALLENGE & SOLUTION
Women's National Team invisible on Instagram in 2022: 0 followers, 0 history, everything to build from scratch.
Maintain the global #1 for the Men's National Team (11.7M) against the aggressive growth of Brazil (11.4M) and Argentina.
Create authentic community engagement. Not just sports results: human storytelling, social responsibility, closeness to fans.
Player storytelling: immersive portraits through narrative carousels (e.g. Bilbault). Humanising women's football, telling real stories.
Community spotlighting: featuring fans, amateur clubs, supporter contributions.
Structured CSR calendar: International Referees Day, anti-harassment campaigns, inclusivity.
Reels editing: selection of highlights (Mbappé, Griezmann), adapted to social media formats.
MY STRENGTHS
The qualities that enabled me to collaborate for 18 months with the world's largest football federation.
MAIN MISSIONS
SIGNATURE FORMATS
DETAILED RESULTS
The Men's team maintained its #1 worldwide position ahead of Brazil (11.4M) and Argentina (7.2M). The Women's team reached the global top 5 in one year, starting from zero. 100% organic, not 1€ in paid ads.
EVENTS COVERED
PROJECT OVERVIEW
The Passe D campaign was a merch co-creation operation with supporters of the Men's National Team. Through Instagram story polls, fans were directly involved in design decisions — colours, patterns, graphic elements — to build a limited-edition collection. A community engagement mechanic that turns followers into co-creators and deepens the emotional bond between the club and its fanbase.
COLLABORATION & TEAM
Two Circles — Occasional Social Creator for the French National Team
FFF — Communications, marketing, shop
My role: Freelance Copywriter & Social Media Strategist.
Visuals were created by professional designers. My focus: storytelling, editorial strategy and live coverage.
TOOLS & TECHNOLOGIES
SIMILAR RESULTS FOR YOU?
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