Estrella Jalisco2018 World Cup
01 — Campaign Background
For Mexico’s memorable 2018 World Cup run, we positioned Estrella Jalisco as El Tri’s biggest (and loudest) fan on social media.
Estrella Jalisco was the official beer of the Mexican Team in the 2018 World Cup.
So, when Mexico became the only North American team to qualify for the tournament, we decided to make Estrella Jalisco the go-to World Cup beer for all of North America by positioning them as El Tri’s biggest (and loudest) fan on social media.
To make it happen, we created a plan that leveraged social listening and responsive content deployment to rally Mexico’s fans in realtime based on the World Cup results.
We turned tricky timing into an advantage for our campaign. The World Cup games—which took place in Russia—aired in the morning hours in the U.S. and North America, so we dreamt up Wake up With Estrella, an original video series that showcased brunch Michelada recipes using Estrella Jalisco, a perfect way to enter the early hours World Cup conversation.
Each original recipe would utilize culinary cues from Mexico’s group stage opponents, presenting the opportunity to address a larger World Cup viewing audience.
02 — Social Planning
With World Cup games starting early, we turned tricky timing into a strategic social advantage.
03 — Social Listening
Given the shifting dynamic of the World Cup conversation, we set up 24-hour social listening schedules to engage with fans in realtime and seize every opportunity to go big for our brand. To ensure our support for El Tri was as pronounced as possible, we tracked every World Cup development, even for group stage games in which Mexico wasn’t playing directly. This helped us reflect the proper sentiment to a social dynamic that evolved with every second of play.
We set up 24-hour social listening throughout the World Cup to engage with fans in realtime and seize every opportunity to go big for our brand.
04 — Realtime Reactions
A huge, unexpected opportunity presented itself when South Korea unexpectedly defeated the heavily favored German team, sending Mexico through to the knockout stage of the World Cup.
Thanks to our social listening, we immediately seized the moment, sending dozens of crates of Estrella Jalisco to our new friends at the South Korean embassy. This was a landmark moment for Estrella Jalisco on social which perfectly captured the jubilation of a fanbase, leading to a sharp uptick in earned media.
05 — The Results
Our World Cup efforts more than tripled Estrella Jalisco’s social mentions. Through well-timed morning content, dedicated social listening and reactive realtime flexibility, we scored a 34% increase in engagement rate, 11% organic growth across channels, and 14% higher impressions per post. We also generated headlines all around the world, making the 2018 World Cup Estrella Jalisco’s most successful social campaign of the year.
INCREASE IN ENGAGEMENT RATE
Movement Strategy is a social media and digital marketing agency for leading entertainment & sports, lifestyle & ecommerce, and food & beverage brands.
© Movement Strategy 2019
© Movement Strategy 2019