WELCOME TO WREXHAM
WELCOME TO WREXHAM
WELCOME TO WREXHAM
WELCOME TO WREXHAM
WELCOME TO WREXHAM
WELCOME TO WREXHAM
The ASK
Keep Welcome to Wrexham’s social fresh across four seasons of a show that changes tone every year, from the fight for promotion to the push for the Premier League, while giving fans a community that grows with the club.
The campaign
Four seasons, four different stories: the fight for promotion, life in League Two, the chase for a third straight promotion, and the push for the Premier League. Every season kept the bread and butter, with tune-in graphics, team supercuts, reactive posts, and Rob and Ryan content, then added something unique to match its tone, with community management that moved with it.
STATIC GRAPHICS APPROACH
A mix of memes and quote pulls kept the feed fun, while interactive posts like “guess the player” got fans playing along, and informative posts, like introducing the co-owners, brought new viewers up to speed. Our favorite reactive moment: a chalkboard visual on how to pronounce Rob McElhenney.
In-Game Decision Trees
One decision can change a whole match, so these motion-graphic edits mapped out Wrexham’s biggest calls using soundbites from the show and the match commentary.
BESPOKE AV APPROACH
Bespoke AVs weren’t just one format. Each season had its own content buckets, each built to get fans watching, talking, and sharing in a different way. The examples listed below are a few of my favorites.
Behind the pitch
Whenever we got access to the players, Rob and Ryan, or the coaches, we pitched content ideas, and since my feed was all Eras Tour at the time, I asked them to pick their favorite Taylor Swift song.
PLAYER CARDS
A character series styled as player cards, with a different player in the spotlight each episode, each built from a deep dive into their best moments of the season.
SQUEAKY BUM TIME DEODORANT: APRIL FOOLS DAY PRANK
For April Fools’ Day, we launched a fake product built around the fan-favorite phrase “Squeaky Bum Time,” a tongue-in-cheek fix for the nerves and sweat that come with the most stressful moments in football. We played it straight until the end, then told fans on Instagram Stories that it was all a prank. It got people talking ahead of the Season 3 premiere, with strong social buzz and press coverage.
The Gang Takes Over Wrexham
IT’S ALWAYS SUNNY TAKEOVER
Rob McElhenney is the link between It’s Always Sunny and Welcome to Wrexham, so we let the two worlds collide. The Always Sunny account “hacked” Wrexham’s Instagram, kicking things off with a Reel of Glenn Howerton at a Wrexham match that started a very petty football vs. soccer debate. From there, interactive Stories, meme carousels, and Reel replies kept the chaos going and got fans excited for the Season 3 premiere.
