The Story:

The hotly anticipated FIFA World Cup is set to take place in Qatar at the end of 2022, and we were selected to launch a global digital campaign  surrounding the new emblem. The main objective was to raise the profile of the emblem amongst football fans across the world in a brand safe environment that showcased dynamic, creative and exclusive content across social platforms.

The Strategy:

MAG chose to use influencer marketing to carry out these objectives, and our team used their in-house audience insight system to highlight the top 100 influencers that matched the client’s key audience- global football fans. MAG then worked collaboratively with the client after thorough background checks and audience audits to ensure the client would be working with brand safe influencers.

To allow our strategy to be multifaceted for the huge audience we wanted to reach, we then needed to utilise the influencer’s creativity to showcase the emblems by placing it at the forefront of the content- which was bespoke to each influencer. 

Not only this, but MAG worked with these influencers to also educate audiences on the various components behind the new emblem and their significance. Posting custom made content on Instagram, YouTube and Twitter, creators built excitement around the FIFA World Cup Qatar 2022.