Samsung Italia Social media campaign #LoveFootballMore

1. LoveFootballMore
FinalReport

2. “Football is nothing without fans.”
John “Jock” Stein, former national Scottish team manager

3. Love Football More proejct
The Supporter’s League
 The first football fans championship ever,
whose protagonists are the supporters.
 Twitter is the main arena.
 The winning team is the one who will be
supported the most on the Twitter digital
arena.
 Samsung products are sponsor of the
League as well as the reward of digital
contest, to celebrate users tweets.

4. Project Timeline
Love Football More project was launched on November,
22nd with a teaser video on SEI YouTube.
NOV DEC JAN FEB MAR APR MAY JUN
Teaser
video
Free Game
Note 4
Crystal
Blue
NX3000
Curved
TV
End of
championship
Monthly «sponsors»

5. Coverage
 SEI Social Channels (Twitter page, Facebook brand page)
 Special paid social formats (Twitter poll, web cards)
 Digital OOH (Milano video walls)
 Juventus Stadium rotors, banners and mail on Juventus FC
subscribers

6. Users Participation & Ranking
 24,305 twees received
 Over 50 teams involved
Catania got over 16K tweets.
Since March, the Top 3 changed, with
Catania overcoming Juventus and Milan.

7. Earned awareness
Blogmeter indipendent research awarded #LoveFootballMore between top 5 italian
social campaigns in
February, March, April an May.

8. Social Media Plan
Editorial plan covers themes to engage followers and invite to play the game
 Most relevant matches and football events
 Daily facts, trending hashtag
 Memories, historical moments, etc.
 Relevant players birthdays

9. Social Media Overall Data
To support the game 80 tweets were published + Twitter special
formats: 4 Web Cards and 3 Poll Cards were published on SEI
Twitter channel.
Poll cards are exclusive contents
which engage users through real
time voting
 almost 6 million views
 65,867 interactions
(clicks, retweets, mentions, favourites, new followers, hashtags)
 1,1% interaction rate
 Over 220,000 YouTube Views

10. Survey
#Lovefootballmore impact
on users perception

11. Are you awareof Samsung #lovefootballmore?
1
34%YES
FW 3rd December 2014 FW 24th March 2015
39%YES
+5%

12. Where did you hear about it?
Base : those who are aware of #lovefootballmore
1
 62% of the sample got in touch with
#lovefootballmore thanks to other twitter users
 30% knew from a newsletter
È stato utilizzato
da persone che
seguo sui social
network
62%
Ho ricevuto una
newsletter
29%
Affissione
7%
Altro, specificare
2%

13. 12%
20%
6%
16%
13%
34%
40%
18%
42%
NOT AWARE AWARE
Molto
Abbastanza
Così così
Poco
Per nulla
How muchdo you associateSamsungbrandto football?
1
Top2:53%(sameLW)
Top2:82%(79%lastwave)
Exposed to #lovefootballmore tend to associate Samsung to football (Vs general sample)

14. Key Findings & recommendations
 #lovefootballmore awareness increased 5% pts from 34% to 39%
 #lovefootballmore worked very well in driving brand association to football:
exposed to #lovefootballmore tend to associate Samsung to football 30% more
than the not-exposed (82% Vs 53%)
 When asking consumers how it could be improved, three main themes
emerged: more prizes (even with less value), more touch points, and more
engagement (more contents)
 Stadium banners worked very well in driving Juventus sponsorship
awareness.

15. THANKS