In Sweden, there are good conditions for players to go from youth teams to elite-level football, both in men’s and women’s football. Although women’s football is growing commercially, the sport remains unequal and there is a clear difference between interest in women’s and men's football. During the last few years, the word dubbelklubb, hereafter referred to as a double club, has been established in Sweden, meaning a sports association that has both elite women’s and men’s teams. This bachelor’s thesis aims to investigate how a double club can create more interest in their women’s team through the design of a social media campaign. Drawing on relevant theories, a semiotic analysis of double clubs’ social media was conducted, followed by a survey on the target group, people who were already interested in football. Based on the findings, outcome goals were set which led the design work towards its final results, which were assessed through an evaluation survey. The result showed that a design that was informative, easy to understand and focused on history could strengthen the connection between female players and the target group, as well as quickly capture the interest of the target group. Therefore, the result of the thesis showed that such a design creates more interest among people who were already interested in football.

I Sverige finns goda förutsättningar att gå från knattelag till elitsatsning, både inom herr- och damfotboll. Trots att damfotbollen växer kommersiellt är sporten inte jämställd, och det finns en tydlig skillnad i intresse mellan dam- och herrfotboll. Under de senaste åren har ordet dubbelklubb etablerats i Sverige, det vill säga en förening som bedriver elitverksamhet på både herr- och damsidan. Detta examensarbete syftar till att undersöka hur en dubbelklubb kan skapa mer intresse för deras damlag genom designen av en sociala medie-kampanj. Med stöd i relevant teori genomfördes en semiotisk analys av dubbelklubbars sociala medier, följt av en enkätstudie hos målgruppen fotbollsintresserade. Baserat på resultaten sattes effektmål upp som ledde designarbetet mot dess slutgiltiga resultat, vilka värderades genom en värderingsenkät. Resultatet visade att en design som var informativ, lättförståelig och hade historisk anknytning kunde skapa fördjupade relationer mellan damspelare och målgruppen, samt snabbt fånga intresset hos målgruppen. Därför visade resultatet att en sådan design skapar mer intresse hos fotbollsintresserade.