Coca-Cola scores 10% CTR rise at FIFA World Cup
Team talk
The 2022 FIFA World Cup was one of the most-watched sporting events of all time. Coca-Cola, one of the world’s largest brands and an official FIFA sponsor, saw an opportunity to connect with sports audiences at the tournament by dominating the social media conversation.
Focusing on the MENA region, Coca-Cola’s partnered with Genius Sports and EssenceMediacom to target millions of football fans across Facebook and Instagram.
Coca-Cola’s brief:
- Dominate the 2022 FIFA World Cup social media conversation
- Stay top-of-mind with hyper-relevant content in four languages
- Drive purchase intent and ad recall by targeting fans before, during and after games
Tactics
Genius Sports worked with Coca-Cola and its agency partners to design and automate data-driven creative in four sizes and formats. Using 28 pre, live and post-game triggers, such as live match scores and kick-off countdowns, each creative auto-updated with dynamic sports messaging to engage fans.
Meanwhile, thanks to an API integration with Meta, our live World Cup data feeds enabled Coca-Cola to trigger over 3,000 ads at precise moments, such as after a goal and at half-time. Each ad was served in the local language across territories.
Unlike many other brands competing for share of voice, Coca-Cola continuously won fan attention at key times thanks to its contextual and sports data-driven campaign approach.
Final result
Coca-Cola’s FIFA World Cup campaign hit targets across every key indicator, including awareness, fan affiliation and brand preference in the MENA region.
- 2500+ dynamic video ads created
- 14m sports fans reached in MENA
- 10% increase in CTR vs benchmark
- 14.4% increase in brand preference in UAE
- 3.5% increase in ad recall in Iraq (South)
“When it comes to sports fans, Genius Sports just gets it. It was super-easy to design ads at scale using live scores and stats from FIFA World Cup games. As a tournament sponsor, Coca-Cola needed to be a leading voice and Genius Sports helped us do exactly that.”
SARA KHALIFEH, MEDIA OPERATIONS MANAGER, COCA-COLA