Key headlines relating to the adidas all in or nothing campaign include:
– 1.59M conversations – Most talked about brand related to the 2014 FIFA World Cup Brazil
– 5.8M – Increase in followers across all major social media platforms
– 14.5% – Fastest growing football community in social media
– +38M – Most viewed sports brand on YouTube; based on videos published during the tournament period
– 2.98M (603%) – Growth of @brazuca Twitter handle in the tournament period
– 917K – Most used brand hashtag on Twitter (#allin)
adidas Group CEO Herbert Hainer commented: “This World Cup has been an outstanding success for adidas and clearly underlines our position as the world’s leading football brand. From having both finalists, the winning team and all three adidas golden award winners to being the most talked about brand in social media, we were able to dominate the tournament on and off the pitch.”
From its base in Rio, “Posto adidas” (Posto is the name given to local landmarks along the beaches of Rio de Janeiro), the adidas marketing team posted a combination of planned, anticipated and reactive content to drive its conversation online with football fans.
Focussing its campaign on share of voice and reactive moments, results show that adidas had 917K mentions of #allin on Twitter – more than three times as much as any other brand during the tournament.
Brazuca, the Official Match Ball of the 2014 FIFA World Cup Brazil, has also been one of the major successes of the tournament. Its @brazuca Twitter handle has been the largest growing account on the platform during the World Cup tournament growing over 2.98M (603%). @brazuca was also one of the most engaged Twitter handles compared to other brands in the sports category during the tournament, with 530K user interactions.
In addition to the social media successes, adidas also outperformed all competitors on the field of play:
– 2 adidas finalists including the winners, Germany
– adidas Golden Ball – Leo Messi
– adidas Golden Boot – James Rodriguez
– adidas Golden Glove – Manuel Neuer
– Most tournament assists – Juan Cuadrado
– FIFA Fair Play Award – Colombia
– FIFA Team of the Tournament – 8 adidas players out of 11