Overview.

The hotly anticipated winter World Cup is taking place in Qatar in 2022. Qatar 2022 came to us with their new emblem and a plan to showcase it to the world through the use of influencers in the run up to the World Cup. Aside from reaching as many people as possible across the world, we had to create the appropriate buzz and stay on brand.  

Initially our team used their in house audience insight system to highlight the top 100 influencers that matched the client’s key audience. We then worked collaboratively with the client to whittle these down to 19 influencers after thorough background checks and audience audits to ensure the client would be working with brand safe influencers across the 10 countries.

We worked with 19 macro creators across 10 different countries to deliver mass awareness of the new unveiled emblem, and to educate audiences on the various components behind the emblem and their significance. Posting custom made content on Instagram, YouTube and Twitter, creators also helped build excitement around the FIFA World Cup Qatar 2022.

The main objective was to raise the profile of the emblem amongst football fans across the world in a brand safe environment with dynamic, creative & custom content across the main 3 social platforms. We needed to utilise the influencer’s creativity to showcase the emblems by placing the emblem at the forefront of the content which was bespoke to each influencer allowed our strategy to be multifaceted for the huge audience we could reach.

55,000

sticker taps across 15 Instagram Story frames.

29.4%

overachievement on audience.

284,000

likes across our creators' content.