In the sense that they beat their competitor Nike hands down, it looks like money well spent.
So what have we learned from the data surrounding the 2018 World Cup?
Firstly that it’s still an enormous event on social media and that, regardless of language and allegiance, the final is the biggest event.
We’ve learned that each country celebrates and enjoys the World Cup in their own way, although beer is definitely a common theme. Analyzing subtle differences like these can help brands plan out their content and campaigns within different regions.
And we’ve learned that, while many people talk about the decline of television audiences, social media is very much making up for getting eyes on sponsors’ logos. Social listening and, in particular, Image Insights are one way brands can measure the ROI of their sponsorships.
Special thanks to our French, Spanish and German colleagues for helping us out with this data analysis.