LaLiga Academy: a franchise media launch

LaLiga Academy — a franchise of Spain's LaLiga football academy — and its media launch in a new region, built from the ground up: the brand across social, and the first promo campaigns.

What did the LaLiga Academy franchise launch need?

The LaLiga Academy franchise launch had to build a media presence from scratch in a short window and take a strong international brand into a new market. LaLiga Academy is a franchise of the Spanish league LaLiga's football academy, so the launch stood on two pillars — hold the head office's brand standards, and speak to the local audience in its own language. As the media launch's showrunner I owned the whole media side — from the concept of the presence to the first enrollment promo campaigns.

How was the LaLiga Academy brand built on social?

We built the LaLiga Academy brand on social as one coherent system: visual language, sections, tone and formats fit to a football academy. Every element went through sign-off with LaLiga's Spanish office, so the local accounts held the league's single brand. At the same time the content spoke straight to local parents and young footballers — about training, the method and the academy's atmosphere — turning a global brand into a local story people could actually grasp.

How did the first LaLiga Academy promo campaigns go?

The first LaLiga Academy promo campaigns solved two jobs: awareness of a new brand in the region, and enrollment into the academy. The campaigns walked a person from meeting the name LaLiga Academy to a concrete action — signing up for a tryout or a trial session. The media launch tied social, promo and offline enrollment into one move, so the academy started with an audience already in place and a first stream of applications.

A franchise media launch is when a global brand starts speaking to a new city in its own language — and the first promos decide whether they'll believe you.