Kochi, June 29, 2022: Kerala Blasters FC surpasses three million Instagram followers. KBFC becomes the first football club in the country to breach the number. Among sports clubs in India, only five IPL teams in the country have three million or more followers on Instagram, highlighting the strength that the Malayali football community boasts in Kerala and abroad.
The Club started its pre-season last year in August. A big part of the content strategy charted out by the Club was to capture as many moments as possible, to give the fans an amount of access that was unprecedented. This was exhibited in the Training Unfiltered series, which gave the fans a raw and unadulterated peep into a couple of training sessions per week. The Club also captured each celebration that took place in the bubble, captured moments from the team bus, and many more.
Another innovative touch from the Club was the rebirth of Yellow Man, who was portrayed as a disgruntled KBFC Fan who had an inside connection within the club that gave him access to the team. Content with Yellow Man proved to be a great tool to engage with the fans on a more frivolous and candid level and with whom they could relate with. This enhanced the club’s connection with their fans to a great extent.
Last season, the Club followed a theme to go with their kit. The Home, Away and Third kits were an ode to the Past, Present, and Future respectively. The Home kit paid tribute to the team that brought home the state’s first-ever Santosh Trophy title, by featuring a few of the players in the launch video and also releasing a subsequent documentary honoring the same players. The Away Kit was centered around the theme that the team will have a new look under a new coach and that this was their time to shine. To go with the narrative “The Future is Yours”, the Third Kit championed the kids who had varying ambitions about life and their future. All the Kits came with a biodegradable tag with a seed enclosed within that had space for buyers to write down their dream and plant it. Fans were asked to write their dream and post it to their story, which was one of the ways in which the Club was able to actively engage with their mammoth fanbase. These themes gave the Club a great opportunity to create very engaging content and make optimum use of it.
Here are some of the notable stats that the club racked up across the last year on its way to 3 million followers on Instagram:
- Amongst the top-25 clubs in SoccerEx’s ‘Instagram best practices’ across the world
- 4th most interactions in Jan ‘22 for sports clubs in India, behind only RCB, MI and CSK.
- Stood 1st in interactions for Asian football clubs on Instagram in Q1 of 2022 with 72.4M.
- Ranked 13th in the world with 35M interactions in March ‘22 on Instagram for all football clubs, surpassing FC Bayern Munich and Juventus.
- Ranked 6th in Instagram follower count for football clubs across Asia
Kerala Blasters FC finished runners-up in the 2021/22 HERO ISL season under Coach Ivan Vukomanovic, in his first season in India.
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