Arsenal F.C.
Mumsnet helps Arsenal position football as a fun and educational day out for all the family, not just football fans
Brief in brief
Arsenal partnered with Mumsnet over Easter to raise awareness of its family-friendly stadium tours and drive consideration for two Women’s Super League fixtures. The goal: position Arsenal as the perfect day out – not just for football fans, but for any family seeking a fun, inclusive experience.
Opportunity
With 8M monthly users – including 5.1M parents of 5–18 y/o’s – Mumsnet delivers a highly engaged audience seeking days out ideas. Football already generates 100M annual pageviews, but the key opportunity lay in user behaviour: during school holidays, parents come to Mumsnet for inspiration.
By showing up at this moment, Arsenal positioned stadium tours and matches as an unexpected but ideal family day out.
Partnership
An awareness campaign timed to coincide with Easter planning, using Mumsnet’s Precision contextual targeting, Feed ads, and a Reach Takeover. Messaging positioned stadium tours and matches as fun, educational, and memorable days out.
By reaching parents in the moment they were actively searching for holiday inspiration, Arsenal achieved high engagement and minimal wastage – with a clear focus on families planning seasonal activities.
Partnership elements:
Reach Takeover: 1,669,662 impressions (+11% on KPI), 886 clicks, 0.05% CTR
Precision targeted display:
Display ads: 500,459 impressions, 256 clicks, 0.06% CTR
Feed ads: 499,405 impressions (+19% on KPI), 815 clicks, 0.16% CTR
Top performing Precision contextual targeting cohorts:
Family NLP tag (0.07% CTR)
Sport fans permutive audience (0.05% CTR)
