Iris
Case Studies
Revolutionizing Sports Marketing: The 2018 FIFA World Cup and adidas
Overview
Operational Impact
The unique approach to the 2018 FIFA World Cup campaign resulted in a significant increase in brand visibility and engagement for adidas. The human-centric content resonated with the audience, creating a strong emotional connection that transcended beyond the typical celebrity-endorsed campaigns. The campaign not only 'owned the internet' on the day of publishing but also managed to sustain the momentum throughout the tournament. The involvement of football icons David Beckham and Zinedine Zidane further amplified the campaign's reach and impact. The strategy also successfully drove online sales, demonstrating the effectiveness of integrating digital platforms with traditional marketing efforts. | |
Quantitative Benefit
69 million views on the campaign content | |
30% growth in adidas Share of Voice in less than 24 hours with the Mo Salah film | |
4% rise in adidas’ total turnover to €5.26 billion, with €3.2 billion coming from shoe sales | |