As is well known, the FIFA World Cup 2022, to be held in Qatar from November 20th to December 18th, 2022, is one of the most anticipated major events, including for businesses. Historically, this tournament has been a significant opportunity to generate substantial revenue, potentially increasing earnings by two to three times.
Today, HelloAds will share some great tips that marketers like you shouldn't miss during this World Cup. Let's get started!
Why should marketers promote during the FIFA World Cup Qatar 2022?
Past statistics show that searches for "World Cup" are 7-8 times more frequent than searches for "Super Bowl," the world's most valuable sporting event. Furthermore, the 2018 World Cup added over $2.4 billion to the global advertising market.
In 2022, UK consumers are likely to watch football matches at home, which is beneficial for FMCG (Fast Moving Consumer Goods) brands, as these consumers tend to buy alcoholic beverages (65%) and snacks (65%) to consume while watching the games. This trend is also expected to occur in Thailand.
Furthermore, it is projected that the World Cup Qatar 2022 will be watched by 5 billion people worldwide, and Twitter estimates that there will be 32% more tweets about the event than last year.
Therefore, promoting a brand during the biggest sporting event, the 2022 World Cup Qatar, presents a great opportunity for advertisers to connect with their audience.
5 Tips for Marketers to Effectively Promote Their Brand During the 2022 World Cup Qatar.
The insights provided indicate that this period presents a golden opportunity to promote brands and increase brand awareness. But how can brands effectively and efficiently reach their target audience?
- Understanding Your Target Audience
The first thing a brand needs to do is gain a deep understanding of its target audience's behavior and how they engage with the brand. Then, it should tailor content to suit that audience. For example, when using email campaigns to communicate with a target audience, the brand should personalize content based on the analyzed behavior, not just adapt it to their gender, age, or location, and then send emails without considering their needs.
- Advertisements must be relevant and creative.
Brands must always remember their marketing goals before launching a campaign. This ensures they understand whether the chosen approach is effective in achieving those goals and is cost-effective. Creativity is also crucial for campaign success; even with a limited budget, a creative marketing campaign can attract attention and retain brand followers.
For example, Apple's "Shot on iPhone" ad during Euro 2016 used a sequence of iPhone photos to tell a story, primarily focusing on playing on the viewer's emotions. Compared to Nike's ad during the same period that featured Ronaldo, this one was equally successful, even though it had a significantly smaller budget.
- Post content using a multichannel approach.
Utilizing multiple platforms is a key strategy for easily increasing brand visibility and improving marketing results. For example, using Twitter to promote a brand on the day of a competition or sending emails during a competition will increase brand visibility and recognition, potentially leading to brand tracking based on user behavior, particularly regarding mobile phone usage during those times.
- Encourage engagement.
Marketing has become more of a two-way conversation than a sales-only focus. Therefore, engaging users with content can make a bigger difference than a typical campaign. For example, using memes and hashtags to encourage followers to participate through prediction contests, or posting relevant content on contest day to entice them through sharing, will positively impact brand image, increase reach, and improve the chances of reaching potential customers.
- YouTube Ads Campaign
More and more people are watching matches on YouTube, especially match highlights, goals, and other online content after the game.
For example, during the 2018 World Cup, there were over 5 billion YouTube views related to the tournament, and searches related to football on YouTube increased by 80% since Euro 2020. This increase in searches translates to greater visibility. Therefore, if brands advertise through YouTube, this method can help them achieve better marketing results.
How can brands attract Gen Z engagement during the 2022 World Cup in Qatar?
The next question is, how can brands attract and engage Gen Z, this influential consumer group?
Kevin Kim, CEO and co-founder of Stadium Live Studios and a gaming and sports marketing strategy expert who works closely with products focused on Gen Z, said:
“The key to reaching younger audiences is making sure we’re on the platforms they hang out on. Traditional sports marketing might focus on showing the brand on screen during the game, but younger audiences, especially Gen Z, spend less time actually watching games and instead get their hands on sports through short-form media like TikTok and Instagram.”
“But that doesn't mean traditional marketing isn't an effective way to reach Gen Z audiences, as many still watch games on traditional platforms. However, if our brand isn't on platforms where sports clips and related content are shared, brand attention and awareness won't be the same as others on those platforms.”
Therefore, if brands understand these things, it will help them promote their products and services to reach their Gen Z target audience more effectively.
For anyone interested in marketing during the 2022 World Cup, don't delay! Act now! Contact HelloAds Let us help you market and promote your products and services.
