Overview

OneFootball’s personality profiles and in-depth, year-round commentary offer personalized content tailored to customer preferences. To capture and sustain more attention among its fervent customer base, the brand integrates short-form content into their engagement strategy, prioritizing community-driven elements, user-generated content and live social experiences. 

The team set out to create a dynamic, personalized end-of-year experience reflecting how each customer engaged with the app over the prior year. The project, led by the product team, aimed to explore how to integrate vertical, story-like content into the app without a heavy resource investment.

Challenge

The cross-functional team needed to deliver this valuable customer experience while managing concerns around data privacy, personalization limitations and technical challenges, such as adapting the feature for both Android and iOS platforms. Most importantly, the team had to go from concept to global release in just two weeks.

Results

With Airship’s Scenes and Surveys, OneFootball created end-of-year Wrap-Ups and a Daily Digest for their audience, delivering compelling, data-driven content quickly and effectively. The success of these initiatives validated the hypothesis that customers would intuitively engage with swipeable, portrait-style content without explicit instructions. In turn, OneFootball strengthened emotional connections, fostered deeper customer satisfaction and built an engagement loop for upcoming campaigns.