n a bid to generate conversations and anticipation for the 2018 FIFA World Cup, we were given the brief to introduce the one-of-a-kind iconic original FIFA World Cup Trophy to World Cup fans here in Nigeria. The FIFA World Cup was to make its stop in Nigeria and spend four days in two cities, Abuja and Lagos, but with various brands clinging to the football season association, we knew we had to do things differently in order to create awareness and dominate the conversation/mind space.
Since Coca-Cola as a brand has been involved with Football in Nigeria; through the partnership with Nigeria Football Federation (NFF), COPA Coca-Cola, and the association as the FIFA global partner for the World Cup, the Idea was to consolidate on this position by creating a distinctive fit. To do this, we employed social media marketing, media engagement, content development, influencer (celebrity / micro) marketing and bloggers engagement to create huge top of mind awareness for the Coca-Cola FIFA World Cup Trophy Tour Campaign.
We created the #FIFAWorldCup campaign where 15 of our influencers on twitter created memes and drove conversations for 3 days. #FIFAWorldCup became a trending topic under 48hrs and more people joined in on the conversations.
Then we prepared and distributed media kits and created continuous content which was syndicated to target blog. We also gave consumers a trill by inviting the media to an Airplane viewing and coordinating VIP and Consumer Fan Experience events in Lagos and Abuja respectively.
We pitched extra media for free coverage of the various FIFA World Cup Trophy Tour events and managed the official hashtags, #FIFAWorldCup and #SeeTheTrophyNG via our social media influencers which trended for days.
We also deployed news releases to tier 1& 2 newspapers and media monitoring and interestingly, our top score was amplifying the news of President Muhammadu Buhari hosting the original FIFA World Cup Trophy at the Presidential Villa in Abuja.
Online Media: 536 Placements
Digital Engagement: Total Impressions 257,469,175 Electronic Media: 15 Electronic Coverage
Print Media: 78 Placements
Circulation: Print and Online 80,526,244.
TOTAL PRV: N 154,822,170.72
EARNED PRV: N 117,742,170.72