Influencer Marketing Case Study: FIFA x NeoReach

Phase 1

The Road to 2022

FIFA is the international governing body of football, better known as soccer to some. With the 2022 World Cup approaching quickly and skepticism spreading amongst soccer lovers across the globe, FIFA knew they needed to spark enthusiasm and draw attention to all the wonderful things the host city Doha, Qatar has to offer. FIFA needed our help to launch an international campaign that proved Doha was more than worthy of hosting in 2022.

Phase 1

Generate International Enthusiasm

In previous years, the World Cup was hosted in internationally known soccer hubs such as Brazil and England. Avid soccer fans across the world were doubtful that Doha could be an appropriate World Cup host city. FIFA wanted to put the skepticism to rest and create excitement by previewing the incredible experiences Doha and the World Cup has in store.

Showcasing Doha’s Readiness

Fans are aware that Doha is not a rich soccer hub and has no prior experience hosting the World Cup. FIFA needed to showcase the world renowned stadiums and facilities being built, such as the fan zone, that fans can enjoy while in attendance.

Create Kickin’ Creator Content

FIFA knew they needed to take action but did not know how to reach their fans or create content that showcased the culture and steps taken to make Doha, Qatar the perfect host city. Capturing experiences on film and posting to platforms such as Instagram and YouTube enabled viewers to see first-hand what visiting Doha looks like.

Phase 2

Capturing a Week in the Life of Qatar

We knew the only way to reach FIFA’s goals and reach millions of soccer fans across the world was to immerse influencers in Doha’s culture. So, our team and 17 influencers packed their bags and flew across the globe to experience FIFA’s Club World Cup first-hand.

Crafting a Successful Campaign

Since FIFA is an international event, it was crucial we launched an international campaign. In order to do this, we compiled a team of influencers representing 5 countries that are major soccer hubs. Pulling influencers from these countries gave large exposure to the campaign and ensured it reached fans globally.

Cultural Immersion

Our influencers spent the entire week staying in 5-star hotels, attending excursions like doom bugging in the dessert, exploring the city, attending matches, going to concerts, and touring stadiums. During the course of these events, they were capturing their experiences and love for Doha on film to share with their followers on YouTube and Instagram.