Leveraging Sports Events for Brand Impact
During the electrifying 2022 FIFA World Cup, Comtogether partnered with Nestlé Travel Retail to create a dynamic travel retail campaign for Nescafé and KitKat. This case study highlights the importance of synchronizing marketing efforts with major events to captivate audiences and boost engagement.
Background
Large international sporting events like the World Cup attract travelers from around the globe, creating a unique opportunity for brands to engage with a diverse audience. According to recent studies, travelers attending these events are often in a celebratory mindset, more inclined to enjoy themselves and spend on experiences and products.
This is especially true for younger generations; nearly 40% of Gen Z and Millennial travelers have spent between $500 and $5,000 on tickets alone for live events and are willing to dip into their savings or take on side hustles to afford travel costs. [LINK]
Strategic Context and Approach
Nestlé seized a unique marketing opportunity during the World Cup, targeting Middle East travelers in Dubai and Doha with its Nescafé and KitKat brands. The event drew 1.4 million visitors to Qatar, and neighboring Dubai, known for its relaxed atmosphere and wider availability of alcohol, also benefited as an alternative hub. Additionally, 328 daily shuttles transported fans from these neighboring countries to the World Cup venues, amplifying reach.
Our approach relied on a precise analysis of booking intent to predict traffic towards Doha and Dubai. We meticulously tracked booking intent from countries participating in the World Cup to devise a highly tailored media strategy.
Understanding audience sizes from various nationalities was crucial, as each region’s distinct digital ecosystem requires different channels and travel data sources to effectively reach them. This strategy enabled us to target potential customers based on their countries of origin and their specific digital habits.
The campaigns were further segmented into pre-trip, in-trip, and in-destination phases, with creatives specifically adapted to each stage of the travel journey.
Remarkable Outcomes
The results exceeded expectations. We achieved a CTR that was more than double compared to previous travel campaigns in the same destinations. Additionally, we reduced the Cost Per Click by over 50%, and the CPM decreased by more than 20%, all while facing stiff competition from other advertisers vying for World Cup attention.
KitKat Campaigns
We observed a staggering 93.75% increase in CTR from the pre-games period to the group matches and the Round of 16. For in-trip travelers, the interest in the advertisements increased by a factor of 5.6 times as well.
Nescafé Campaigns
We observed a staggering 93.75% increase in CTR from the pre-games period to the group matches and the Round of 16. For in-trip travelers, the interest in the advertisements increased by a factor of 5.6 times as well.
Learnings and Future Directions
This case study underscores the significant impact of aligning marketing efforts with major events, and the varying impact at different moments of the event. The World Cup not only captivated our target audience but also significantly boosted their engagement with our ads during key phases of the event.
Conclusion
Our campaign with Nestlé during the 2022 FIFA World Cup highlights the power of synchronized marketing efforts during major events. By leveraging intent data and a tailored approach, we achieved remarkable results, proving that with the right strategy, brands can maximize their visibility and engagement even amidst intense competition. This strategic marketing activation not only boosted brand visibility for Nestlé’s Nescafé and KitKat among Middle East travelers but also showcased the importance of intent data and agility in seizing opportunities during major global events.
About Comtogether
Comtogether is a data-driven digital marketing agency specializing in Travel Marketing, with offices located in both Switzerland and Hong Kong.
