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Which Brands Won the World Cup?
SocialData|Captured|Visualised
*Data compiled from Buzz Radar statistics and financial repo...
Brazil 2014 was the most social event in history:
!
!
116 million mentions
!
4 million photos tagged
!
Memes abounded, fro...
But does this really mean anything for your
brand?
!
22 companies joined FIFA to become a partner
or sponsor -- and brands...
Top 3 Most Mentioned Brands During
Brazil 2014:
Nike 24%
!
Beats by Dre 19%
!
adidas 17%
Brands Total Mentions Percent of Totals
Nike 4,236,900 23%
Beats by Dre 3,326,960 18%
adidas 3,005,930 16%
Coca Cola 2,725...
Being a sponsor isn’t key.
Despite not being official sponsors of the
tournament, Nike and Beats by Dre owned
social.
!
Both had a larger share of voic...
2%
10%
9%
2%
16%
17%
19%
24%
Nike
Beats by Dre
adidas
Coca Cola
Hyundai
McDonalds
Sony
Hyundai
Share of voice among top br...
Great content pushes big numbers.
Nike’s videos garnered huge views, with more
than 187 million views.
!
adidas received 97 million views. adidas did push
o...
However, adidas used great
content combined with smart
promotion to win the battle for
conversation among official
sponsors.
Among all the World Cup partners and
sponsors, adidas won more than 30%
of the total conversation, followed by Coca-Cola
a...
3%
6%
16%
18%
27%
30%
adidas
Coca Cola
Sony
McDonalds
Kia
Hyundai
Share of voice among Top Tier Sponsors
Promotion works, especially when
combined with great social ideas
and content.
In the battle of the hashtag, adidas got it right.
The sentiment behind #AllIn was spot on.
!
While Nike may have won the ...
7%
14%
79%
#allin or nothing (adidas)
#riskeverything (Nike)
#startbelieving (Puma)
Mentions of top campaign hashtags
The Impact
This increase in conversation garnered brands
substantial follower growth.
!
adidas gained 19.1 million new Facebook likes...
And this all resonated with consumers in the
form of sales
!
adidas is reporting a new record in football
sales of €2bn th...
“Germany may have held the
trophy aloft but banter, numbers
and personal brands were the
real winners.”
So how does a brand win at the World Cup?
!
They combine smart social with events that matter
to their base and market it ...
Thankyou.
info@buzzradar.com | buzzradar.com | @BuzzRadar
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Which Brands Won the World Cup?

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The World Cup 2014 was the most social event in history, with
116 million mentions and 4 million photos tagged. But what does this mean for brands? Who really stood out among the crowd? We highlight the brand winners this year.

Published in: Marketing
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Which Brands Won the World Cup?

  1. 1. Which Brands Won the World Cup? SocialData|Captured|Visualised *Data compiled from Buzz Radar statistics and financial reports on MarketingWeek UK.
  2. 2. Brazil 2014 was the most social event in history: ! ! 116 million mentions ! 4 million photos tagged ! Memes abounded, from #ThingsTimHowardCouldSave to #SadBrazilians to #Persieing.
  3. 3. But does this really mean anything for your brand? ! 22 companies joined FIFA to become a partner or sponsor -- and brands around the world tried to capitalise on the real-time opportunities within the event. ! We crunched the data and there’s more than a few insights in it.
  4. 4. Top 3 Most Mentioned Brands During Brazil 2014: Nike 24% ! Beats by Dre 19% ! adidas 17%
  5. 5. Brands Total Mentions Percent of Totals Nike 4,236,900 23% Beats by Dre 3,326,960 18% adidas 3,005,930 16% Coca Cola 2,725,304 15% Sony 1,788,490 10% McDonalds 1,600,630 9% Paddy Power 741,800 4% Kia 593,900 3% Hyundai 270,630 1%
  6. 6. Being a sponsor isn’t key.
  7. 7. Despite not being official sponsors of the tournament, Nike and Beats by Dre owned social. ! Both had a larger share of voice over the course of the tournament than any official partner or sponsor.
  8. 8. 2% 10% 9% 2% 16% 17% 19% 24% Nike Beats by Dre adidas Coca Cola Hyundai McDonalds Sony Hyundai Share of voice among top brands
  9. 9. Great content pushes big numbers.
  10. 10. Nike’s videos garnered huge views, with more than 187 million views. ! adidas received 97 million views. adidas did push out more videos (53 compared to Nike’s 9), but this is one case where a focused effort may make more sense from a brand.
  11. 11. However, adidas used great content combined with smart promotion to win the battle for conversation among official sponsors.
  12. 12. Among all the World Cup partners and sponsors, adidas won more than 30% of the total conversation, followed by Coca-Cola and Sony.
  13. 13. 3% 6% 16% 18% 27% 30% adidas Coca Cola Sony McDonalds Kia Hyundai Share of voice among Top Tier Sponsors
  14. 14. Promotion works, especially when combined with great social ideas and content.
  15. 15. In the battle of the hashtag, adidas got it right. The sentiment behind #AllIn was spot on. ! While Nike may have won the overall general conversation, adidas’ marketing was smart and very targeted.
  16. 16. 7% 14% 79% #allin or nothing (adidas) #riskeverything (Nike) #startbelieving (Puma) Mentions of top campaign hashtags
  17. 17. The Impact
  18. 18. This increase in conversation garnered brands substantial follower growth. ! adidas gained 19.1 million new Facebook likes and 1.9 million Twitter followers, which is over 150% growth. ! Nike saw similar growth, with 19.1 million new Facebook likes and 1.9 million Twitter followers at 95% growth.
  19. 19. And this all resonated with consumers in the form of sales ! adidas is reporting a new record in football sales of €2bn this year, with more than 8 million official jerseys sold, which is 1.5 million more than the last World Cup: a 19% increase.* ! Not surprisingly, their bestseller is tournament champions Germany.
  20. 20. “Germany may have held the trophy aloft but banter, numbers and personal brands were the real winners.”
  21. 21. So how does a brand win at the World Cup? ! They combine smart social with events that matter to their base and market it well, which can include paid advertising or sponsorship.
  22. 22. Thankyou. info@buzzradar.com | buzzradar.com | @BuzzRadar

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