Let’s now dive into the projects we have been creating for the most anticipated football event around the world.
The Project Name: TYTG Influencer Project
As the kickstarter of the project, the embedded team for 2022 FIFA World Cup collaborated with influencers from countries in the MENA region such as Oman, Kuwait, Qatar and more to create hype & raise awareness for the tournament. Named as the TYTG Influencer Project, the project focused on reaching the target audience through selected influencers with various content types.
How were the influencers selected?
The project focused on influencers with an audience interested in sports. With the target markets & interest in mind, influencers were chosen according to their matching rate, consisting of their engagement rate, content type, their engagement with their audiences, and more metrics.
How did influencers increase engagement?
Influencers are trustworthy people in the eyes of their audiences. When they engage with one another, their audiences follow. This is what happened in the TYTG Influencer Project. With influencers engaging with one another, audiences got curious about the other influencers in the project, which in turn created a greater engagement rate for everyone.
Challenges are a great way to activate the audience. But it is also hard to maintain one as it’s all about human interaction, and no-one might join. However, with the right influencers in the right projects, this isn’t usually the case. By choosing to work with influencers already interested in football, the challenge came out as successful.
In this project, influencers challenged their followers to take part in the campaign attempting at 22 Keepie Uppies in light of celebrating the 2-year countdown for the 22nd version of the FIFA World Cup that will take place in 2022. Fans from all over the Arab world joined the challenge posting similar videos and resulting in hundreds of user-generated content.
With 5 influencers sharing 9 posts, more than 50 stories overall and hundreds of people joining the challenge, the project reached a whooping 18.5M people. Creating an earned media value more than 4 times of the total budget spent, the TYTG Influencer Project was a successful kick-start to a years-long project.
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