We targeted each and every iFood user to have a special experience of the Women FIFA World Cup, by bringing a unique experience for active ifood users and with that we furthered our positioning as the most loved brand in Brazil, while increasing sales and showing support for Women's football.

We did all of that by delivering the best football experience to the hands of 50 million Brazilians, for free.

Despite huge interest on male football and massive audience to the Men FIFA World Cup in 2022, Brazilians had shown little enthusiasm for the Women FIFA World Cup that was about to happen in 2023. So much so that according to the Ibope Audience Institute, only 25% of Brazilians said they would watch the games on TV, which lead to no open TV channel deciding to broadcast all of the Women FIFA World Cup Games.

iFood is the biggest food delivery app in Brazil and the most loved brand in the country.

It is a generous and accessible brand, and its mission is to bring to people what people want at anytime, anywhere.

So we decided to deliver the Women FIFA World Cup to everyone who has the iFood app, by partnering with Casimiro, one of the biggest football streamers in the world, who is a FIFA partner.

Situation:

No open TV channel decided to broadcast all of the Women FIFA World Cup, making it hard for Brazilians to watch the games and manifest their support for the Brazilian National Team and to allow Women football to gain traction in Brazil.

Brief:

Use the massive audience iFood has, with its 50 million active users in Brazil, and take advantage of the fact that iFood has an average 38 minutes per week interaction from active users and serve them the Women FIFA World Cup.

Objectives:

We wanted to show our support to the Brazilian national team and Women football and use the World Cup to increase sales and food orders on our app during the games.

We used iFood app's massive audience and partnered with Casimiro, one of the biggest football streamers in the world, who is a FIFA partner, brought the live games to our app.

All 64 Women FIFA World Cup games were broadcasted for free inside our app.

So anyone who opened iFood to order food was able to watch any of the games, and anyone who came to watch the games on iFood because they couldn't find it anywhere else to watch, would be tempted to order food on iFood.

Data Gathering:

Target: Anyone who is an active user on the app. Nearly 50 Million Brazilians that spend at average 38 minutes per week scrolling through the app.

Approach: We did what we do, we delivered what people wanted. That being either football or food and most of the time, both.

Call to action: Watch the World Cup on iFood, order your favorite food on iFood.

Implementation: Partnership with a well known sports influencer, giving notoriety to the fact that iFood would be the place to go to watch the Women FIFA World Cup.

Timeline: The 40 days of the World Cup.

Placement: Our app. iFood.

Scale: Total audience of 21 Million people.

iFood partnered with Casimiro, the biggest Youtube Sports Streamer in the World and placed his stream for free inside our app.

People would come for food and stay for the game. People would come for the game and would end up ordering food.

We had a total audience of 21 million people watching the games inside our food delivery app.

23% orders increase compared to the same period the year before.

21 Million people watched the games inside our food delivery app.

4.5 Million in earned media.

86% Positive Sentiment about the brand, strengthening even more iFood's position as Brazil's most loved brand.

Brazilians are obsessed with football and voice their support to Mens soccer but haven't expressed their support and interest for Women's soccer with the same enthusiasm.

Most of it comes from not watching Women's football enough. It becomes a self fulfiling problem. Brazilians voice they don't care about womens soccer, therefore TV stations don't broadcast it, therefore they don't know what they are missing. So we used the fact that ifood has 50 million customers who constantly "watch" the app looking for what order, and put the FIFA Womens World Cup right there for them to watch.