YouTube

Activating the 2022 FIFA World Cup with YouTube

As an official partner of the 2022 FIFA World Cup, YouTube briefed Battenhall to create the platform’s first ever Global Reaction Room, creating timely reactive and proactive content, and engaging the global community across Europe, the Americas, and MENA markets in six languages.
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The campaign won Silver at the Digital Impact Awards 2023 for the Best Community Engagement Campaign and was shortlisted at the UK Social Media Awards 2023.

Objective:

Encourage brand love by increasing positive engagements via likes and joyful replies
Drive social buzz and Twitter/X mentions using a new hashtag #ShortsFIFAWorldCup

11.6M

Total positive engagements from 477 live CM opportunities

+430%

Above benchmark objectives for engagements

16k+

Times the new hashtag was used on Twitter

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"Activating YouTube’s first ever global reaction room for the 2022 World Cup was the perfect opportunity to combine our in-depth knowledge of Gen Z, football and creators, to deliver results that exceeded all expectations across community management, owned and earned content.”

Leah Domenet,
Associate Director

Social

Content Creation

Creator Management

YouTube

Activating the 2022 FIFA World Cup with YouTube

Objective:

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