top of page

World Cup 2018

TW_BKM_Bookmark_GIF_US (1).gif
Man of the Match - Winning Asset.png
BBC Sports Follow Pack Tweet 1 .png
Uruguay Instagram Story.jpg
Team Mexico - Follow Pack.png


The World Cup is the biggest watched sporting event in the world. Twitter aimed to bring incredible experiences and tools for fans to celebrate and join the conversation on the platform and capitalize on the influx of new users joining the platform.


I acted as the co-marketing lead and was responsible for managing the marketing partnership relationships with +25 entities - providing us with direct access to official FIFA content (without the sponsorship pricetag), co-creating and surfacing relevant content, and leveraging partners channels to feature Twitter off platform.  

National Teams, Players, Federations: formed direct relationships with FIFA, players & 17  teams to provide them with best practices and to leverage their content & channels. Over 30 follower packs were created - enabling users to easily find top accounts to follow. Product education assets (consisting of 19 GIFs)  and an email campaign (consisting of 64 emails) localized for global markets and leveraged local entity content to optimize relevancy.

Regional Football Entities: Created strategies with other football entities (eg MLS) to feature additional football long-tail content and encourage retention of users

Global Brands: Partnered with official WC sponsors to provide Twitter with direct access to official FIFA content & encourage only on Twitter activations: Coca-Cola: Trophy Tour, Budweiser: Man of the Match 


The campaign resulted in positively re-engaging dormant accounts, increased global brand awareness and product education, and provided measurable increased correlation and connection between users and associated partner brands like TSN, DAZN and MLS.

bottom of page