Driving global World Cup buzz on social with Beats Driving global World Cup buzz on social with Beats

Driving global World Cup buzz on social with Beats


We cut through the noise – and exceeded expectations – with a World Cup campaign that would get Gen Z showing brand love for a hero product across social media.

The brief

We needed to connect with Gen Z on social by heroing the Beats Fit Pro headphones for the brand’s World Cup 2022 activation, Defy The Noise. Our task was to generate awareness and consideration for the Beats Fit Pros and drive buzz for the brand overall by inserting ourselves into key moments in the World Cup conversation.

The results

117m impressions
35.2m total video views
1.23m total engagements

Our solution

This campaign required us to flex our creative muscles while embracing the logistical challenges that come with a global campaign. There was a lot to consider, from the sheer volume of assets to the players we partnered with and the locations, each with their own unique requirements.

Key to our World Cup activation was devising clever copy for all of the assets we produced. The legalities of a global campaign meant we needed to tap into key in-game moments in a way that was celebratory yet subtle – and would still deliver great results.

Performing on the world’s stage isn’t without adversity, and we needed to illustrate how our world-class athletes tune out the noise and focus on being the best version of themselves with the aid of Beats Fit Pro.

To translate Defy the Noise for social, we created over 100 pieces of content showcasing players Buyako Saka, Kingsley Coman, Serge Gnabry and Ritsu Dōan. The project took us across the globe, spanning the UK, France, Germany, China, Japan and the US.

GIFs, short-form video, BTS clips, dynamic player cards, player tips and more all combined to deliver a cohesive campaign across major social platforms – that’s TikTok, Instagram, X, YouTube and Facebook.

Our campaign was made for a global stage, and the sheer amount of content we were able to produce reflects that. Altogether, we published over 215 assets.

In total, the campaign delivered 117m impressions. 66% of this came from paid support, which we used to amplify the campaign.

We also saw an impressive 35.2 million total views, 35% of which were organic.

Finally, we saw 1.23 million engagements in total. The majority of our engagements were organic (64%), versus 36% paid engagements.

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