Wells Fargo presented a case study on their real-time social media marketing campaign during the 2014 FIFA World Cup in Brazil. They leveraged social listening and engagement around Mexican National Team matches to drive awareness of Wells Fargo sponsored viewing parties and products. Wells Fargo also promoted MLS players participating in the World Cup through post-game infographics. Their real-time command center allowed for quick creative responses on social media during matches. The campaign saw high engagement rates across platforms and set several engagement records for their Twitter account. Lessons learned included the importance of flexibility and teamwork for real-time social marketing.
2. Case Study:
Real Time Social Marketing:
Futbol in Brazil
Julie Milbrand
SVP, Enterprise Social Media
Julie.A.Vaughan@Wellsfargo.com
February 4, 2015
5. Campaign
Build a
Network of
Advocates
Deliver
Personalized
Exchanges
Social Strategies
Campaign
Objective
Drive Awareness and Engagement around
Soccer Sponsorships and Convenience & Access
DRIVE CHECKING
CONSIDERATION
Establish an
Integrated
Content Plan
Meet
Millennials at
Every
Touchpoint
Understand
Millennial
Needs
Soccer (MLS/FMF)
Social KPIs
BRAND AFFINITY: Increased Awareness for Wells Fargo Soccer
Increased Rate of Engagement With Soccer Content and Experiences
Moments that Reinforce Soccer & #GettingItDone
Social Lens
Soccer | Social Approach
3
6. Social media records set during the tournament
4
Source: http://www.bbc.com/news/blogs-trending-28295898
Twitter
During final match, a new
record was set for # of
tweets per minute -
618,725
Most talked about sports
game ever was
#BRAvsGER with 35.6M
tweets
Facebook
First ever event
generating 1B
interactions (sporting or
otherwise)
Final tally: 350M people
participated in 3B total
interactions
7. DRIVE CHECKING
CONSIDERATION
FMF
• Social Listening - Actively listened and engaged in social
before, during and after the key Mexican National Team
matches
• Local Events - Drove local awareness around Wells-Fargo
sponsored viewing parties through geo-targeted social posts
• Captured real-time fan images
• Encouraged use of #GettingItDone tag at experiential activations
• Real time marketing – Inaugural RTM in Command Center
featured real-time content and post-game infographics
around soccer passion points
• Facebook, Twitter, G+
• Entertaining tweets and responses to fans
• Leveraged pre-approved design templates and conversation
themes to efficiently create and publish content
MLS
• Supported 20+ MLS players on national teams in Brazil by
creating post-game infographics around which players were
#GettingItDone
• Demonstrated ongoing MLS partnership by promoting
#ForClubandCountry hashtag
Social Media Overview - Mexican National Team
(FMF) & Major League Soccer (MLS) in Brazil
5
8. 6
Day of Match:
100-200 minutes
2 days
prior
Geo-targeted
social posts for
Wells Fargo
sponsored local
viewing parties San Francisco
Command Center
takeover for live
Mexico matches
Live content
transfer from
local viewing
parties
Real-time creative
based on
#GettingItDone
game stats, local
viewing parties,
trending hashtags
Finite interest-
based targeted
for paid
amplification
Fan engagement
around FMF and
MLS player
excitement
FMF: Real-Time Social
11. • Most engaged tweets ever (1, 2, and 3) since the inception of the Twitter handle in
2007
• Lowest CPE of any current campaign with paid amplification
• Paid interest targeting and relevant content reached millennial soccer fans where
they spend time
Game 3
1,380 Engagements
Game 2
602 Engagements
Game 1
377 Engagements
FMF Highlight: Twitter
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13. •91% of all mentions were
from Twitter
•Includes comments/replies
to WF posts
1500+
mentions
•Sentiment was mostly
neutral
•Anti-American and Anti-
Mexican comments were
hidden by platform
managers and not included
in negative sentiment
calculations
4% positive
93% neutral
3% negative
sentiment
•29% paid
•Includes 47 Tweets, 20
Facebook posts, and 11
Google+ posts
78
posts
•50% paid
•58% on Twitter and 42%
from Facebook
8M
impressions
•94% paid
•Strong engagement rates:
• Facebook: >3X
engagement rate from
previous month
• Twitter: >1.5X
engagement rate from
previous month
53K
engagements
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Brazil Soccer Results
14. Team
ESM marketing lead
ESM listening &
moderation
4 ESM platform
managers
4 risk, legal &
compliance partners
3 EM sponsorship
leads
2 Digital Marketing
Team consultants
9 Social and Media
Buying Agency partners
24 Core Team
Members!
It took a village…and lots of planning
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15. Key learnings
Real time isn’t really real time – plan ahead for
all potential scenarios
Be flexible and ready for shifts in plan/content
while activating
Join the conversation
Teamwork makes the dream work
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17. MEM
B
ER MEETIN
G
34
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IALMEDIA.
ORG
SAN FRAN
CISCO
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Member Meeting 34
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2-4-2015
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