17th July 2018
Where were you when England battled it out with Croatia for a place in the World Cup Final? Well, you were probably among the 26.5 million people in the UK watching on television – over a third of the population – and that doesn’t include pubs and big screens. When you look globally at the numbers - the 2014 World Cup reached 3.2 billion viewers, an incredible 48% of the entire population - the audience size provides a huge opportunity for the companies paying big money for TV adverts in the breaks.
So the truism that football is more than just a sport is seen most clearly during a World Cup. It unites nations and pulls in viewers that would never normally watch football. And this means marketing needs to be aimed at a much wider audience, to include not just traditional football fans but everyone swept away by it all.
In the past, companies like Nike have capitalised on the scale of the competition by producing great viral marketing videos such as Winner Stays On or The Last Game in 2014, which amassed 39 million and 50 million views respectively on YouTube alone. These videos, with their high levels of creativity and quality, inspire people to watch and, crucially, to share.
And yet, in the age of social media, Hollywood-style mega campaigns aren’t the only way to engage your potential audience through video. There have been examples of a tonal shift at this World Cup, as companies focus on the smaller scale, presenting more personal stories or using footballing trends to introduce their brand. Aviva’s VAR introduction of their new dashcam and Umbro’s How to Make a Hit World Cup Anthem aren’t traditional stylish blockbusters, but they are a great example of the impact a little ingenuity and the power of social can have when paired with the World Cup. These smaller-budget, regional campaigns are far more within the reach of smaller to medium companies - though the potential for the boost in sales or achievement of business goals remains high.
Whatever the scale of the campaign, video marketing is a proven and powerful tool. The engagement rates are what sets it apart: a recent article found that “video content is shared about 1,200 percent more than the traditional text content”. The key is finding a story or theme - not just to link your product to the World Cup - but to resonate with your target audience. That’s what gets your content picked up and shared. And with such a vast audience to tap into, the rewards can be huge.
If you’re looking to differentiate yourself from the crowd and produce a unique piece of video marketing contact us at firstname.lastname@example.org or call us on 020 3890 7356.
You can currently see Louise presenting and reporting on Channel 5 News. Louise anchored her own show on Bloomberg Television interviewing Europe’s business leaders and politicians. She has covered major news stories as a correspondent for Sky News, Channel 4 News and Bloomberg Television.
Chloe reads the news on Channel 5 News. As a Sky News Presenter Chloe anchored across the channel’s output, interviewing major politicians and analysts, and handling breaking news on a daily basis. She has interviewed people from all walks of life as a reporter and presenter on both television and radio for Sky Arts, Magic FM and Monocle 24.
Adam’s camerawork is on the screen every day across ITV, Channel 4 and Channel 5. In the past, Adam worked for Sky News where he covered everything from the war in Afghanistan to the Oscars in LA. He has more than 20 years’ experience and his films won Best News Item at the Monte Carlo Television and Film Festival two years running.
Richard has 20 years' experience on the frontline of news. After producing daily bulletins for 5 News, he then took on the role of Deputy Editor before moving to ITV News in the same position.
Now with experience in PR, Richard has real insight into what makes a story - and how best to sell it.