N/A

Define the #BecauseFutbol Story

On Tumblr, we built a hub to facilitate discovery of our #BecauseFutbol branded content

Motivate #BecauseFutbol Engagement

Once we got people aware and informed about #BecauseFutbol, we had to give fans a reason to play along with us.

Social media posts with clear and strong call-to-action encouraged fans to share their unapologetic and sometimes outrageous #BecauseFutbol confessions with their community.

Sustain #BecauseFutbol Engagement

To keep the momentum going, we listened to fan conversations around World Cup.

We engaged with passionate Hyundai #BecauseFutbol tweets by rewarding unsuspecting fans with custom artwork and commemorative World Cup soccer balls

Stimulated the 2-year flatlining brand opinion by +5.5% (37% - 39%), while reversing the declining brand awareness by +15% lift (from 33% - 38%). Digging deeper, those that declared they were “Passionate Soccer Fans” had an even higher lift of the brand opinion against those not watching the World Cup (+17%), showing those more likely to be exposed to the campaign.

Hyundai also held 34.7% SOV against other brands taking part in World Cup Twitter conversations.

Twitter reached a new high of 9.68% engagement rate (goal 1.5-2.0% ER) and an average of 1,587 notes:post on Tumblr (goal 700 notes:post).