The recent FIFA World Cup has no doubt benefited brands worldwide, especially when it came to digital content engagement. Prior to the World Cup from 14 May to 13 June, adidas had a 25% share of voice in World Cup brand-related digital content engagement in Singapore and Malaysia. This number grew to 51% during the tournament between 14 June to 15 July.
On the other hand, McDonald’s had a 41% share of voice in these two countries before the World Cup, but the number dipped to 29% during the tournament, according to data from Amobee Brand Intelligence.
Meanwhile, Budweiser had the largest percentage increase in share of voice (508%) before and during the World Cup period. This was because Egypt’s goalkeeper refused the Budweiser branded “Man of the Match” award due to his Islamic faith, which forbids alcohol consumption. Hence, it led to the increase in brand awareness of Budweiser during the tournament.
Coca-Cola’s World Cup campaign was the most impactful campaign on social media during the tournament period, at least on Twitter, in Singapore, Malaysia, the Philippines, Australia and New Zealand. The volume of tweets around Coca-Cola increased by 2,287% between 22 April to 16 July 2018. This can be attributed to the brand partnering with South Korean K-pop boy band, BTS, for the World Cup campaign.
This year’s World Cup saw a few Chinese companies coming on board as partner (Wanda Group) and sponsors – dairy company Mengniu and electronics manufacturer Hisense and smartphone company VIVO. Digital content engagement surrounding Hisense and Vivo increased by 106% on 14 June and 85% on 20 June respectively, compared to their daily consumption averages. In the meantime, Mengniu witnessed a 228% increase in digital content engagement on 12 June in Singapore, Malaysia, the Philippines, Australia and New Zealand.
Major Chinese brands were not the only ones benefiting from the World Cup. Digital content engagement around Chinese kitchen appliance brand Vatti increased by 125% on 14 July during the World Cup period, compared to its daily average consumption. Vatti ran a promotion promising its customers full refunds on a range of products purchased in June, if the French team won the World Cup.
Amobee said “there is no question” that the English-speaking world has become more aware of Chinese brands as a result of the tournament sponsorship.
World Cup content most consumed after work in SG and MY
Singapore and Malaysian viewers mainly consumed World Cup content between 8pm to 11pm. According to Amobee, this was World Cup-related news and information was consumed prior to the matches, which commenced at 10 pm. In the meantime, World Cup content was highly consumed on weekdays between 9am to 4pm in Australia and New Zealand, meaning fans in those countries were keeping tabs on the tournament while they were at work.
Singaporeans mainly turned to Yahoo.com to receive World Cup updates, while Malaysians turned to Dailymail.co.uk. In the Philippines, Inquirer.net was listed as the top publisher for World Cup-related news. Meanwhile, ABC.net.au and Stuff.co.nz generated the most World Cup-related digital content engagement in Australia and New Zealand respectively.
(Photo courtesy: 123RF)