Challenge
Create a brand building campaign where Citibanamex, being the National Bank of Mexico and sponsor of the National Team, encourages the support of Mexicans during the 2018 World Cup in Russia.
Solution
Using advanced tools such as augmented reality and our bot, we created a campaign to motivate and engage Mexico's fans during the 2018 World Cup, with Citibanamex leading the conversation. Engaging a passionate fan base Utilizing a strategy on the most relevant social media platforms like Facebook, Twitter and Instagram, we chose the top new formats and technologies to send our message to attain greater reach and better engagement with users. We also synchronized our social media campaign and offline efforts. Using image and language technologies, we located real time users on social networks who supported the team and invited them to participate in our promotion to win prizes, like the new team jersey and other autographed items. We developed an augmented reality filter, a digital album of the national team, and several actions in the chat bot, all in real time. We also had a strategy with microinfluencers to amplify our actions and reach different audiences. Keeping fans in the game Mexicans are loyal fans, passionate, and tirelessly push their national soccer team – which is why defeat hurts so bad. When defeat comes, support wanes, and when Mexico’s fans take off their team shirts, it hurts pride for their country. To keep this from happening during the 2018 World Cup in Russia, Citibanamex implemented clever activations to reverse the fight, so that support for the national team would stay strong.
Results
We achieved 73% positive sentiment during the campaign, exceeding by double the conversation generated for Visa, the official sponsor of the World Cup, and surpassed our direct competition by five times. We also positioned ourselves as one of the ten most mentioned brands on Twitter during the tournament. With the virtual album, we generated more than 23,000 interactions, of which 89% were converted into collected stamps 34% of the users reached used the augmented reality filter Using auto-reply technology, we achieved 4.5 times average engagement and generated 1.2 million impressions With TV Sync technology, we obtained 15.8M impressions, with 13% more engagement than average Our influencer strategy generated 14,380 successful records, obtaining the best conversion rate of the entire paid campaign: 17.5% for Twitter, the lowest CPL on Facebook (MXN 36 over MXN 250), this being the most efficient means with 42% of digital SOV and only 5% digital investment Campaign messages reached more than 2.6M people In the trivia generated by the bot, we reached up to 2,420 participants during a single match Our RT organic content obtained seven times more interactions, reducing campaign costs by 32% in one of the most contested auction moments of the year. We positioned ourselves as one of the ten most mentioned brands in Mexico during the Russia World Cup in 2018 A campaign for Mexico's fans to love 34% Percent of users who tried our World Cup AR filter 13% Engagement versus 4.9% average 73% Positive sentiment
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