Coca-Cola aimed to generate conversations and anticipation for the 2018 FIFA World Cup by introducing the iconic original FIFA World Cup Trophy to fans in Nigeria. The FIFA World Cup was to make its stop in Nigeria and spend four days in two cities, Abuja and Lagos, but with the football season association saturated by various brands, Coca-Cola sought to differentiate itself and dominate the conversation and mind space.
Recognizing the need to stand out in a crowded market, we understood that traditional approaches would not suffice. We needed to create a unique and engaging campaign that would resonate with football fans and capture their attention.
We created the #FIFAWorldCup campaign, where 15 influencers on Twitter created memes and drove conversations for three days. This approach sparked excitement and engagement, leading to #FIFAWorldCup trending in under 48 hours. More people joined the conversations, amplifying the campaign’s reach and impact.
The campaign achieved significant results, including ;
- 536 online media placements
- Total impressions: 257,469,175
- 15 electronic media coverages
- 78 print media placements
- Total PRV: N 154,822,170.72
- Earned PRV: N 117,742,170.72
The #FIFAWorldCup campaign successfully sparked excitement and anticipation for the 2018 FIFA World Cup Trophy Tour in Nigeria. By engaging influencers and driving conversations, Coca-Cola was able to create awareness, dominate the conversation, and stand out. The campaign’s success demonstrated Coca-Cola’s ability to innovate and engage with its audience effectively.
Keywords: Digital PR, Influencer Engagement, Event Marketing, Brand Activation.
