A few months before the opening whistle of the Qatar 2022 World Cup, Meta organized a fan fest dedicated to revealing the opportunities that the greatest sporting event represents for companies of all sizes.
In a totally soccer environment, Meta motivated the marketing teams of various companies to emphasize their strategy on Facebook, Instagram and WhatsApp, since 84% of Mexican fans are expected to follow sports activities and content through social networks, as specified in the study Seasonal Insights -World Soccer Championship, carried out by Meta.
The first to jump onto the stage was Marco Casarín, general director of Meta for Mexico, who in his welcome message highlighted that the next edition of the World Cup will, fortunately, be at the time that traditionally registers the largest number of purchases. “This event (World Cup) generates inspiration, generates admiration. The truth is that the message of sport is one of the most powerful.
He added that marketing has a huge impact on business growth, therefore, “there is great potential to win this championship, by focusing on growing the knowledge, depth and impact of the discipline of digital marketing and platforms around it, like social media.”
Let your brand enter the field
Upon entering, Paola Escalante, director of the Creative Shop of Meta Mexico, pointed out that the brands must consider that 84% of Mexicans said they would see the World Cup, despite the fact that Mexico is eliminated.
In addition, he indicated that it is estimated that 4 out of 10 people will be attentive to content related to the Qatar 2022 World Cup, so advertisers must be prepared; even more so if it is considered that 63% of the spectators will be receptive to purchases during the championship.
Meta data also indicates that 48% of users are excited about which banner ads will be featured at the event. On the other hand, 54% of them assured that they will interact with brands through Facebook or Instagram during the World Cup.
The board commented that due to the technological and connectivity revolution that is currently taking place, soccer has become a “digital and social experience”, which goes beyond television. Also, he highlighted the role of platforms such as social networks, which are positioned as democratizing tools for content generation, that is, now fans and even athletes can be commentators and create their own content.
“Proof of this is that Cristiano Ronaldo is the most followed soccer player on Instagram, with more than 470 million people paying attention to what he posts,” Escalante said.
Get inspired, measure and record
In the second half, the lineup on stage featured Pablo Miranda, Meta Mexico Marketing Manager, and Arturo Esquerra, Meta Mexico Marketing Science Manager, who highlighted the importance of tools dedicated to data measurement.
Esquerra highlighted the multiple measurement tools available to Meta, which allow companies to make better decisions and thus achieve more effective messages that help position their brand.
He said that 47% of viewers intend to follow the World Cup through one of the Meta apps. 56% of them have a preference for videos, either through Facebook Watch, IGTV or through Reels.
Speaking of videos, Miranda pointed out that the opportunities come from the hand of the in-stream tool. He stressed that this platform allows companies to have better results in the positioning of the brand and its messages.
Last minute shot
To close the meeting, the special guest entered, Paola “Wera” Kuri, creator of content related to soccer, who made it clear that, at present, “the field belongs to everyone”. He denounced that there are still those who think that a woman does not understand soccer, however, he said, fortunately they are less and less.
Kuri recalled how, in past World Cups, advertising took as a “creative idea” the stereotype that a woman does not know soccer and, therefore, a man should explain it to her so that she can watch the World Cup.
For Paola “Wera” Kuri, the growth of the women’s soccer league in Mexico and the increase in the audience of its matches is clear evidence that women like sports and, therefore, the most convenient thing for brands is to cover to all audiences.
For this reason, companies of all sizes must understand that it is essential to fine-tune their digital marketing and social media strategies in order to score a goal during the global event that will set the level playing field for all brands that take the time to do so. . During Qatar 2022, score with Meta!
