The 2019 FIFA Women’s World Cup is right here. Grit and glam are on full show, as 24 nations face-off in France by July 7.
The cultural narrative has usually been that there’s little international curiosity in girls’s soccer. But one take a look at latest video information proves the alternative: in 2019, girls’s soccer is social video gold. In the previous 90 days, Women’s World Cup-related content material scored 71.2M views throughout social video platforms (as of June four, 2019). The view depend is certain to burgeon heading into the July FIFA finals.
To mark the FIFA tentpole occasion, manufacturers from Nike and Qatar Airways to Visa have cooked up distinctive video tributes to girls’s athleticism and empowerment. The content material serves as a hat-tip to the worldwide dialog about feminine equality in all arenas, not solely the soccer one.
But it’s not simply the quantity of content material that’s expanded this yr, it’s the sentiment expressed. The aforementioned manufacturers are giving girls a breather from the inequality struggles they confront every day, to have a good time their many strengths.
This month’s prime World Cup movies supply transferring tributes to a lady’s metal will. They’re contagious and so they’re celebratory, a message that fellow content material creators would profit from adopting as FIFA fever intensifies.
Related Read: Nike’s “Dream Crazier” Ad Wins the Show on the Oscars
The Numbers: Top FIFA Women’s World Cup Videos
- Nike, Qatar Airways, and Visa are dominating the women-sports convo and viewers can’t get sufficient. Each model’s top-performing FIFA video has scored hundreds of thousands of views: Qatar Airways (5.6M), Visa (5.3M), and Nike (19.2M).
- By view depend, Nike is the simple chief. On Twitter, Nike’s prime Women’s FIFA video scored 18.6M views in its first three days alone! That’s 3x+ extra views than Qatar Airways’ top-performing FIFA video (which scored 5.6M views over the previous month on Facebook).
- Women’s World Cup content material is getting essentially the most traction on Twitter. The platform hooked 32.2M views previously 90 days, accounting for almost half of the full views throughout all platforms. Facebook accounted for 25.4M views, Instagram for 7.3M views, and YouTube for 6.3M views.
- Brands and publishers uploaded 721 Women’s World Cup-themed movies previously 90 days. The content material is female-themed, however the majority watching it are male. Men make up 79% of the viewers for Women’s World Cup-related movies.
- 750M folks watched the 2015 Women’s World Cup, in line with FIFA. FIFA president Gianni Infantino expects that quantity to swell to 1B viewers this time. Many shall be turning to social media to maintain the electrical energy going lengthy after the ultimate match. Brands, do you could have adjoining video content material on deck this summer season to faucet into this international fanfare?
Nike Inspires Young Girls To “Dream Further”
Each yr, Nike flexes its model recognition by incorporating celebrity athletes into its aspirational video campaigns, most lately that includes Serena Williams and Colin Kaepernick.
This previous week, Nike leveraged this profitable technique, as soon as once more, with “Dream Further,” which stars U.S soccer star Crystal Dunn, Brazil’s Andressa Alves, China’s Wang Shuang, and Australia’s Sam Kerr. The video follows a 10-year-old Makena Cook as she navigates the fast-paced life of a professional athlete. What outcomes is a three-minute kick-ass tribute to sisterhood, set to the soundtrack of Joan Jett & the Blackhearts’ ‘Bad Reputation.’
Don’t change your dream. Change the world. #justdoit pic.twitter.com/0cJ1ZTPyVn
— Nike (@Nike) June 1, 2019
The “Dream Further” video (#1) has dominated social views and engagements on Twitter for the reason that marketing campaign launched on June 1. On Twitter, the video scored 19.2M views and 232Okay engagements. (On YouTube the identical video scored 1.6M views and 893 engagements, indicating that Nike’s fan following is extra energetic on Twitter).
Qatar Airways Heads to France in World Cup Videos
Qatar Airways is getting prime engagements for its FIFA 2019 social-video marketing campaign. The airliner’s flagship advert follows slightly woman to a magical land the place stadiums erupt like volcanoes, soccer balls rain down from the sky, and ladies’s soccer stars are literal giants (like one thing straight out of Greek mythology).
In different phrases, females athletes are pictured at true scale. The video ends with a nod to Qatar Airline’s latest vacation spot: the France FIFA World Cup 2019.
The video scored three.4M views and 230Okay engagements on Instagram (#5), and three.5M views and 45.7K engagements on Facebook (#four).
The state-owned airliner’s marketing campaign timed properly with the May 2019 inauguration of Al Janoub Stadium, the primary of Qatar’s FIFA World Cup venues. Qatar will host the FIFA World Cup, males’s division, in 2022, marking the primary time the competitors shall be hosted within the Middle East.
Qatar Airlines’ top-performing single FIFA video by views is the #FIFAFanMatch competitors (#2), a paid partnership that scored 5.6M views on Facebook. It contains a video slideshow with a CTA for followers: listing a participant you hope will shine and qualify to win a free flight to the World Cup. The video’s excessive efficiency proves a easy reality: a hashtag and giveaway inevitably rating larger views.
Visa: “It Takes One Moment” to Encourage Women in Sports
With Visa’s “It Takes One Moment” video marketing campaign, the corporate is encouraging folks to uplift girls all over the place and assist their athletic goals. Additionally, the marketing campaign celebrates Visa’s function because the official cost providers companion for all international FIFA Women’s World Cup transactions.
The video opens with a father shopping for his little woman soccer cleats together with his Visa card (in fact) and ends in a roaring stadium the place followers cheer girls gamers on.
The video scored its highest views on regional verticals: Visa UK (5.3M views on Twitter since its May three launch) and Visa Colombia (Spanish language, 3M views on YouTube since its April 29 launch).
This signifies that it pays off to tailor advertisements on social for particular markets with native narration and languages. More so, Visa’s video is primed to do that as a result of it has a worldwide really feel that’s reflective of the multinational enchantment of the corporate. The video incorporates various footballers throughout the globe, together with a transferring aerial shot of South Asian college ladies kicking a ball.
Women Sports Players Are Some of the Top Content Creators
Something for manufacturers to control is the variety of girls footballers who’re rising as key content material creators. There is particular curiosity on social video in participating with gamers off the soccer area as they navigate young-adulthood and tackle gender points.
#WePlayStrong Wins Fans
YouTube’s WePlayStrong Channel (12.1K subscribers) options common content material from soccer stars together with Scotland and Arsenal ahead Lisa Evans and Madrid CFF defender Eunice Beckmann. The channel’s various content material ranges from professional footballer trend and eating regimen suggestions, to journey movies and comedic team-sport challenges.
The channel’s major house is YouTube, although it pushes out content material throughout platforms from Facebook to Instagram. In 2018 it printed 598 movies, scoring a complete of 15.5M views throughout platforms.
A latest favourite features a soccer match with Millie Bobby Brown, in any other case often called Eleven within the hit Netflix sequence Stranger Things, which scored 582Okay views and 9K engagements on YouTube.
German Women’s Football Team: “We don’t have balls, but we know how to use them.”
The German girls’s soccer group (DFB-Frauenfußball) went viral this month for its video advert celebrating girls footballers, produced in partnership with Commerzbank AG, one among Germany’s main banks. This is the financial institution’s third time sponsoring the Germany girls’s soccer group (it did so in 2015 and 2017).
The video, in German with English subtitles, was multi-posted by a number of media publishers garnering hundreds of thousands of further views, together with UK’s Guardian and sports-media writer DW Sports, the place it racked up 1.5M views on Twitter.
The video has a Snapchat aesthetic that flashes between witty feedback from gamers and quick-cuts of spectacular soccer play.
“We like to wear high heels AND knee socks,” the narrator says. Translation: girls might be badass athletes and embrace their femininity on the identical time.
The advert begins as a protection of girls in soccer, however in the end ends as a celebration of a girls’s group and sport that has formally arrived within the public consciousness.
The FIFA Women’s World Cup runs by July 7 in France.