RTW and Dimitar Berbatov – A cause for the future of Bulgarian football

The challenge

The biggest challenge was the timeframe of the project. We had only a few days to gather a team, build the main platform for the project  – the website – from scratch and go live. As Berbatov is a popular figure with more than 2 million followers only on Facebook, we were not sure how much traffic his candidacy would bring to the website, so extra measures had to be taken in this direction. Together with that, we had to create a clean but at the same time engaging brand identity that would suit Berbatov’s image and cause.

In terms of strategy, we had to formulate all key messages for the cause and choose the best way to present them to the audience. A key challenge here was to communicate all key messages in the span of only 3 weeks and popularize the website and the cause itself in popular social media and news media platforms for this short period.

The strategy

Working on a cause of this magnitude and building the digital presence of the (R)Evolution is here from scratch required strength in numbers. In only 5 days we managed to gather a team of 18 professionals, all devoted to the idea so much that they were willing to spare their free time and weekends on the project. Once we had the organization and everyone’s role in the team sorted, we performed extensive research on similar football and political campaigns to gather insight into the best platforms and organizational tactics that we could leverage to our advantage. In the meantime, we also brainstormed with one of Berbatov’s main strategists – Boris Stankov to develop a strategy for the key messages that they wanted to present to the people and the best format for them. 

“It was a great pleasure to see that there are so many enthusiastic young and capable people who are ready to get involved in a cause. There was a lot of adrenaline in gathering 10 new people in 5 days. I believe that with our small contribution, we will be part of the big change that football in Bulgaria needs.” – said  Emil Kanev, CEO of RiseTheWeb.

After we had the basics sorted, our main priority was the website. Our team of copywriters gathered all the necessary information and wrote the texts for the different sections while our developers were building the site on WordPress.

We made the site clean and functional and visually emphasized the most important parts of the campaign and the program itself because of our main target group. Due to Berbatov’s international popularity, we made the website bilingual, adopting Bulgarian and English as core languages. Once everything was approved, we fixed the SEO of the site and uploaded the necessary tracking codes (Google Analytics) to gather data.