TV, print, radio and OOH ensured local relevancy all over the world, while digital drove global scale and delivered the brand message with personalization at its core. Visa took over YouTube and Facebook in twelve key markets on the first day of the games, showcasing 32 different customized FIFA pride videos for each country’s team. We employed numerous local influencers on the ground in key markets to create unique FIFA content relevant to music, arts, food and shopping, dynamically served through custom Facebook targets. Finally, real-time trends led to custom memes for fans to share on their social networks.

Over the six weeks, Visa used over 2,000 unique creative pieces all over the world, making this their most personal, social and efficient global campaign. Visa achieved approximately 67% social reach in activated markets, with 853MM impressions – 33% above goal. We garnered 68% sponsorship awareness in Brazil, a 33% increase from pre-activation, and had the fourth highest share of voice among top brands. All campaign benchmarks were exceeded, most notably in video, as we surpassed our 25MM view goal by 252%, delivering over 88MM views on digital and social alone. In every aspect, Visa scored big during the World Cup.