Unidays
4.5m
VIEWS
170K
LIKES
100K
CLICK-THROUGHS
We rode the wave of Euro 2024 with a data-led TikTok takeover with the countries most popular tricksters and jokers
Background
UNiDAYS’ ambition is to make student life more affordable and rewarding by giving students access to the best discounts, experiences, and brand offers in the world.
They have built an incredible product and an incredible service, and are now looking to capitalise on cultural moments to better inform students about what they offer and why it matters in their everyday lives.
There is no bigger shared conversation than football, and particularly a major tournament like the Euros. However, big football events are notoriously difficult marketing moments for non global brands to cut through.
UNiDAYS therefore needed a smart, culturally native plan to enter the conversation in a way that genuinely resonated with students, rather than competing head on with the biggest sponsors in the game.
UNiDAYS ambition is to make student life more affordable and rewarding by giving students access to the best discounts, experiences, and brand offers in the world. They have built an incredible product and an incredible service, and are now looking to capitalise on cultural moments to better inform students about what they offer and why it matters in their everyday lives.
Target Audience
UNiDAYS ambition is to make student life more affordable and rewarding by giving students access to the best discounts, experiences, and brand offers in the world. They have built an incredible product and an incredible service, and are now looking to capitalise on cultural moments to better inform students about what they offer and why it matters in their everyday lives.
Client Challenge
Agency Solution
The agency solution was to lead with big, culturally relevant creators delivering football challenges paired with clear calls to action. By building the campaign around challenge led content, we tapped directly into how students already engage with football during major tournaments.
At the heart of the campaign were Woody & Kleiny, the ever relatable, high energy duo whose humour and credibility with football fans made them the perfect heroes. Through a series of hilarious football challenges, they drove strong engagement, competition entries, and click throughs.
Crucially, the campaign extended beyond hero content, with a wider creator network including Joe Thomlinson, Jess Watkins, Ergys, F0ur Br0thers, and Charlie The Commentator, ensuring the idea travelled organically across feeds, formats, and fan communities at scale.
Results
The campaign delivered standout results, generating 4.5 million views, 170,000 likes, and over 100,000 click throughs, far exceeding expectations for a non-sponsor brand during a major tournament. More importantly, it embedded UNiDAYS directly into the Euro 2024 conversation, with students becoming genuinely tournament obsessed and viewing the brand as part of the hype rather than an interruption to it.
By showing up in the moments fans were already sharing, reacting to, and laughing about, UNiDAYS felt integral to the story of the Euros, proving that with the right cultural insight and creator led approach, brands can earn attention, drive acquisition, and own big football moments without outspending the competition.
