AIA TOTTENHAM HOTSPUR
TYPE / STRATEGY, CONTENT
DATE / SEP 2019 - PRESENT
In 2019, AIA and its agency CSM approached Sport Science Agency to help create more engaging content from its relationship with Tottenham Hotspur. AIA had quickly realised the power that utilising Tottenham’s players and performance staff could have in helping its clients live a healthier lifestyle.
Working closely with the AIA team at CSM, SSA provided content that has formed the factual basis for videos about nutrition, hydration, sleep and exercise. These have been turned into social media posts, videos, and long-form email and website content that has been used throughout AIA’s Asian markets.
What wAS achieved
16
COUNTRIES
8+
PLATFORMS
setting the tone
SSA’s role is to ensure that content delivered through the AIA/Tottenham Hotspur relationship is scientifically accurate, and will be endorsed by the performance team at Tottenham. As a result, all SSA deliverables are provided in a format that can be both easily consumed by the content team at CSM as well as simply reviewed by the performance team at Tottenham. All content is carefully referenced to ensure that stakeholders are confident in the output.
PARTNERSHIP with CSM
The success of this content has been based on the partnership between CSM and SSA. Both parties play to their strengths - SSA creates performance, health and lifestyle information that is accurate, research-based and part of the lives of professional footballers. CSM takes this information and turns it into great content that can be used across all AIA’s markets and implemented into the daily lives of their customers.
THE CONTENT
results
The content created by SSA and CSM was used on 8+ platforms across 16 countries. It was used both as traditional social media on platforms like YouTube, Twitter and Facebook, as well as in personal messages between AIA staff and customers and prospects on platforms incuding WhatsApp and WeChat.