Brand relaunch · Social media
2026
Caravella Football Development
A youth football program returning after four years away drew more than 91,000 views in four months, starting from dormant social accounts and no website.
Client
Caravella Football Development Program (formerly Caravella Football Academy)
scope
Brand relaunch · Social media
year
2026
duration
About four months
Overview
The brief.
After four years away, Zenon Caravella was relaunching his football program. The brief was to announce that he was back, reposition the program from an academy to an elite development program, and build everything needed to launch it.
The Challenge
Starting from nothing in a crowded market.
The program had no website, social accounts that hadn’t been touched in several years, and no other advertising. It faced eleven competing programs, and its new format had never been run before.
the solution
A brand built from scratch, told through the people behind it.
I reframed the program as an elite pathway, with Zenon’s comeback as the central story. I created a dedicated website, a brand identity (colours, typography, graphic style and voice) and Canva templates for posts, reels and announcements. Over four months I published 20 posts mixing talking-head videos, action footage and bold announcement graphics, including interviews with Zenon and former Socceroo Frank Farina, whose endorsement anchored the campaign. Teasers built anticipation before announcements, short 15–20 second reels held viewers best, and the campaign ended by driving trial registrations.
The results
91,354 total views (Facebook 62,635 · Instagram 28,719)
About 48% of Instagram views and 38% of Facebook views came from non-followers
4,731 total engagements, including 831 Facebook reactions and 80 shares
2,978 profile and page visits
15,265 Facebook video views of 3+ seconds (more than three days of total watch time)
10,531 followers at campaign end (Instagram 5,631 · Facebook 4,900)
Earned Instagram’s Rising Creator badge
Posts led by Zenon or Frank Farina drew up to three times the views of a typical post
3 June – 27 September 2026, results as at 15 October 2026. Source: Meta Business Suite. Facebook counts clicks as engagement and Instagram doesn’t, so the engagement total is a headline figure.
