Adidas, Nike see unprecedented results with World Cup content marketing campaigns

Updated: February 12, 2021

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Both Adidas (official FIFA partner) and Nike released numbers Monday related to their World Cup ad campaigns. Nike highlighted an unprecedented level of engagement for its brand around its World Cup videos. Adidas touted itself as being the most talked about brand and having the most hashtag mentions over any brand during the World Cup.

Adidas’ ‘All In or Nothing’ campaign results:

– 1.59 million conversations about brand
– 5.8 million increase in followers across social media channels
– 38 million YouTube views for clips posted during the World Cup
– @brazuca Twitter handle grew 603 percent during the tournament
– #allin hashtag 917,000 Twitter mentions
– #F50 hashtag more than 257,000 Twitter mentions

Adidas gear factor:

– 46 goals for players wearing Adidas adizero F50
– 3 of top scorers in the tournament wore Adidas adizero F50 James Rodriguez, Thomas Muller and Lionel Messi
– Adidas sponsored both Germany and Argentina
The Final — #allin or nothing for Germany & Argentina ft. Messi & Müller & more — FIFA World Cup™
by adidas Football via YouTube

Adidas’s move to a real-time YouTube video strategy, which included 100 World Cup videos made in advance to respond to players and game action, helped boost its brand dominance during the tournament, according to Marketing Week.

The YouGov BrandIndex buzz score of ad awareness for Adidas rose 2.4 points to 14.9 in the last 30 days from its ‘All In Or Nothing’ campaign and deals with “high-profile players,” Marketing Week reported. But the YouGov Brand Index still ranked Nike ahead with consumers, despite a drop in its buzz score, according to Marketing Week. The YouGov BrandIndex measures brand perception among consumers each day. It eights several key areas including whether consumers heard about the brand on social media and attention, quality and value.
The World Champions — Germany 4ever — #allin — adidas Football
by adidas Football via YouTube

Adidas’ “The Final” video ahead of the German-Argentina match surpassed 18.3 million YouTube views and “The World Champions” YouTube video has had 826,900 views and nearly 6,100 likes.

Adidas will pay $1.3 billion over 10 years to Manchester United in what Forbes calls the “richest uniform deal ever”. This is of course in addition to Adidas extending its partnership with FIFA World Cup to 2030. Adidas, a partner since 1970, pays $70 million per four-year cycle, according to BusinessWeek.
Nike Football: The Last Game ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta & more
by Nike Football via YouTube

Nike’s ‘Risk Everything’ campaign results:

– 397 million online views of three #RiskEverything films
– 1.5 million new followers on social networks per week during World Cup
– 23 million engagements with ‘The Last Game’ Facebook post
– 12 million real-time match day content engagements

Nike gear factor:

– 10 teams wore Nike kits
– 53 percent of players picked for their squads wore Nike boots

The tournament itself set records for social media engagement on Twitter and Facebook. The World Cup final generated 32.1 million tweets during the game. The highest peak moment that drove the most conversation on Twitter was when Germany won. This map shows the visual display of geotagged tweets around the world during #GERvARG.

From June 12-13, 350 million people generating 3 billion Facebook interactions (posts, comments and likes) related to the World Cup and Sunday’s final game was the most talked about sports event with 88 million people generating 280 million interactions, according to numbers released Monday from the Facebook data team.

Adidas won with brand awareness around the World Cup, but Nike won with consumers. Rock Content tracked brands during the World Cup with its Battle of the Brands. With the World Cup over, the next question will be whether these multimillion-dollar advertising campaigns by global brands paid off in sales revenue.



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