Adidas Secures A Marketing Clean Sweep At World Cup
German sportswear brand adidas has secured victory on and off the pitch at the 2014 FIFA World Cup Brazil by outperforming its competition in real-time marketing with its ‘all in or nothing’ campaign.
Over the duration of the 2014 FIFA World Cup Brazil, the world’s number one football brand has been the most talked about brand with an increase of 5.8M followers across all major social media platforms.
More than any other sports brand.
adidas Group CEO Herbert Hainer said: “This World Cup has been an outstanding success for adidas and clearly underlines our position as the world’s leading football brand. From having both finalists, the winning team and all three adidas golden award winners to being the most talked about brand in social media, we were able to dominate the tournament on and off the pitch.”
Key headlines relating to the adidas all in or nothing campaign include:
- 1.59M conversations – Most talked about brand related to the 2014 FIFA World Cup Brazil, according to Sysomos tracked brand mentions in combination with World Cup specific phrases, hashtags and hashflags across Twitter, news sites, blogs, forums, Tumblr posts and publicly available status updates on Facebook
- 5.8M – Increase in followers across all major social media platforms during the World Cup period considering global and WC relevant brand accounts like Team Messi, @adidasfootball, @brazuca and @adidassoccer according to Simply Measured
- 14.5% – Fastest growing football community in social media, according to Simply Measured
- +38M – Most viewed sports brand on YouTube; based on videos published during the tournament period, according to YouTube Analytics and Simply Measured
- 2.98M (603%) – Growth of @brazuca Twitter handle in the tournament period, a Simply Measured analysis found
- 917K – Most used brand hashtag on Twitter (#allin), Sysomos found considering all branded football related #allin mentions during the World Cup period
adidas global brand marketing director football, Tom Ramsden added: “We always knew that real time communications would be the best way for adidas to win the World Cup. We are so engrained and connected to the sport through our products, players and federations, there is never a moment in football where we are absent and, I believe, our knowledge and understanding of the game means we are the most engaging brand with football fans.”
From its base in Rio, “Posto adidas” (Posto is the name given to local landmarks along the beaches of Rio de Janeiro), the adidas marketing team posted a combination of planned, anticipated and reactive content to drive its conversation online with football fans. Focussing its campaign on share of voice and reactive moments, results show that adidas had 917K mentions of #allin on Twitter – more than three times as much as any other brand during the tournament.
adidas Football had the largest social media community growth (across sports brands) throughout the tournament, showing a 14.5% increase. Share of voice across all key social media platforms in the tournament was also 22 percentage points higher than the nearest sports brand competitor.
Brazuca, the Official Match Ball of the 2014 FIFA World Cup Brazil, has also been one of the major successes of the tournament. Its @brazuca Twitter handle has been the largest growing account on the platform during the World Cup tournament growing over 2.98M (603%).
@brazuca was also one of the most engaged Twitter handles compared to other brands in the sports category during the tournament, with 530K user interactions according to a Simply Measured analysis of retweets, replies, favorites and account mentions around @brazuca.
The adidas Battle Pack series of boots – designed specifically for this FIFA World Cup also performed outstandingly, both on and off the pitch. The adidas adizero f50 was the highest scoring boot of the tournament, with 46 goals, including three of the top scorers in the tournament wearing the adidas adizero f50 boot (Rodriguez 6, Müller 5 and Messi 4).
At this FIFA World Cup, players wearing adidas had a 30% higher rate of goal scoring compared to players wearing next best competitor’s products.
Online, #f50 was the most used football footwear hashtag on Twitter during the 2014 FIFA World Cup Brazil™ tournament with 257K mentions, according to Sysomos.
Markus Baumann, senior vice president, adidas Football said: “The World Cup has been an outstanding success for adidas football. Once again we will reach our record global sales target of two billion euros in 2014 and have dominated performance on the field of play.”
In addition to the social media successes, adidas also outperformed all competitors on the field of play:
- Two adidas finalists including the winners, Germany
- adidas Golden Ball – Leo Messi
- adidas Golden Boot – James Rodriguez
- adidas Golden Glove – Manuel Neuer
- Most tournament assists – Juan Cuadrado
- FIFA Fair Play Award – Colombia
- FIFA Team of the Tournament – eight adidas players out of 11
Claus-Peter Mayer, VP global sports marketing, adidas Football said: “We are delighted with the all overall performance of our players and federations throughout the tournament. With the winning team, best player, top goal scorer and goalkeeper we underline our dominance on the pitch and in global football.”
Please login with linkedin to comment
IAB Jacob's Creek Rinsed Seven West Media The Zoo Republic WestpacLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.