fbpx 3 questions on the World Cup 2018 (and 2 things marketers can learn) | Zanroo

MEXICO BEAT CRISTIANO RONALDO, SERGIO RAMOS, & LUIS SUAREZ?

Mexico didn’t just show the defending champions Germany their way out of the World Cup. This victory alone skyrocketed social media mentions related to the Mexico football team above some of the teams that went further than the round of 16 like Portugal, Spain, and Uruguay. Unfortunately, their second spike in mentions happened to be their defeat at the hands of Brazil.

Image 1: Mentions tracked for top 16 teams.

Image 2: Mention trend for ‘Mexico’ with first spike due to the Germany game and second due to the lost to Brazil.

 

DID CROATIA ACTUALLY BEAT FRANCE?

The story of the underdog is indeed one that compels the audience. Prior to Croatia’s game against England, mentions of both the Croatian and French teams were within 1% difference of each other. During the buildup period between the semifinals and finals, social media buzz on Croatia hit an all time high and surged 38% of mentions ahead of France with people speculating and hoping on an upset in the finals.

 

 

AND DID AFRICA WIN THE WORLD CUP?

France’s victory came along with plenty of jabs at them actually being an “African” team. For every 9 congratulatory post to France after the finals, you will see 1 post about “Africa’s” win. In fact, the most engaged upon social media post at that period was this post on Twitter regarding how 80% of their team is “African” [217,631 Retweets, 525,185 Likes, 6300 Replies]

 

EMES TRUMP BRANDED CONTENT

During the group stages and knockout rounds, all of social media’s focus shifted towards the drama on the pitch hence brands who were trying to push out promotional content paled in comparison to user generated content and memes. However, marketers who were on the ball doing real time content repurposed memes into memorable pieces like this one here:

 

THE ANTICIPATION KILLS

The buildup towards the World Cup itself is where brands can focus its communications with campaigns geared at capturing the enthusiasm and anticipation surrounding the tournament. This represents the largest audience pool i.e. no teams have been eliminated yet and discussions on predictions are practically a free for all, capable of generating much buzz. Brands should aim for content with a focus on CONVERSION and making “the kill” here.

 

Image 4: Branded content aimed at conversion only did well here.

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