Cannes Lions

2014 FIFA WORLD CUP

MRY, New York / JOHNSON & JOHNSON / 2015

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Overview

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Credits

Overview

Execution

Our solution: empower people with a voice on social media using the expressions on fans’ mouths to tell each match’s story in real time. We commissioned illustrations of facial reactions paired with “pun-tastic” headlines borrowed from the tabloid style of global sports newspapers. Using predictive content planning, within minutes of any big play, Uruguayan biter or final whistle, we had the story ready to share on Facebook and Twitter. We created 231 pieces of original content from over 20 countries in 5 languages.

Outcome

We gained over 529 million total impressions within social media and PR coverage in 332 media placements. Given a limited $400K budget, we were incredibly efficient, exceeding reach per dollar benchmarks by 551% versus other CPG World Cup Facebook benchmarks.

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