Classic Football Shirts
For this project the client has asked for a digital marketing campaign across multiple medias to advertise their line of world cup merch. This is a collaborative project between me, my classmate Leoni and the marketing course. The majority of this research has been done by Leoni and I. This project includes Instagram and TikTok posts to help advertise their brand to a wider audience. The target audience for this project is mostly target towards men as the website sells mostly men’s sizes. The main audience for the world cup will probably be a mix of female and male England fans. One challenge I will have for this project is trying to mix the colourful visuals of the world cup with Classic Football Shirts more simple aesthetic.
Research
Client Website
Here is a pros and cons page we made for the client’s website. The main problems I found were the websites lay out. There isn’t any structure or hierarchy to the website which might confuse users and make them click away. One part I liked about the website is its strong use of visuals in advertising its products. I want to include these types of visuals into my project as its eye catching and draws people in.
Competitor Research
Here is some research we did into a couple other brands. The first one I researched is very similar to the client’s website, even down to the name. One thing that sets them apart is the lack of colour compared to Classic football shirts. However, this website, Vintage football shirts, has a better lay out design and structure.
The next two websites I researched are larger brands. One obvious difference is the amount of inventory compared to Classic football shirts as brands like these sell more than just football shirts. The first one I looked at is JD, this website has clear categories for their football shirts. They also have a clearer filtering system on the left side of the website which makes it easier for users to find the exact shirt they want. The next brand I looked at is Sports Direct. This website, like Classic football shirts, incorporated colour into their website. The website is similar lay out to JD. They advertise their shirts flat instead of on a model just like Classic football shirts.
Here are some competitors world cup landing pages. Both sites have their own unique style. I will draw inspiration from these for my own work such as the ‘find your national team’ as it thinks it will help users navigate the site better. I also will be taking inspiration for the visual aesthetic that Nike has for their website.
Social Media Research
Here is some research that I did into Classic football shirts TikTok and Instagram page. Both profiles use the same profile picture which helps build brand recognition. They mostly post about their products and football related content. Both social media pages are also frequently posted on with sometimes the exact same post. One problem I have with the social media posts is they are very male dominated and have little to no posts about women’s football. Another problem is the posts all look different from each other and don’t look like they’re from the same brand. However, on bigger brands like Nikes Instagram, there is a clear visual pattern, and all posts look related to each other.
Colour Palette Research
The main colour palette for Classic football shirts consists of black, white and dark green. The dark green is used a lot throughout the brands website and social media. I will try incorporating the green into my future work so that users can recognise the brand. The world cups colour palette is competently different as it uses multiple bright colours through out its marketing and branding.
User Personas
Here is the user personas made with the research the marketing team provided.
Mood board for World Cup 2026
Sitemap
Here is the sitemap made with the research the marketing team provided.