We Are Social

Core disciplines: Advertising/Creative, Creative technology, Digital, Social

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Failure to prepare is preparing to fail, but if you get it right you’ll smash your objectives. adidas Football attacked FIFA World Cup 2014 head-on in social and lived its message to land its message: #allin or nothing.

The social objective: be the most talked about brand at the World Cup.

An hour-by-hour, platform-by-platform editorial calendar identified every possibility as early as December. The calendar and a Content Bible containing thousands of content tools became the foundations of adidas Football’s seamless World Cup storytelling.

We built a world class team of football experts and obsessives, who worked for six months to create those tools, flying all over the world at a moment’s notice to shoot the best players in the world.

By May, the planned content pieces were organised in the editorial calendar and a huge bank of raw content tools - covering every competing nation and the best footballers in the world - had been developed, ready to create reactive executions at the rippling of a net.

At Posto adidas in Rio de Janeiro a fully integrated global and local real-time marketing team created and executed reactive content that was live in social within seconds - and in digital and OOH within minutes.

World Cup products dominated the spotlight for the duration of the tournament. adidas’ #allin or nothing’s visual identity was based on the design of its World Cup Battle Pack boots. The official match ball, Brazuca, was given a voice and became a star; over 3.3 million people followed the Twitter account.




We gained almost 6 million new fans across our global social channels.

967,000 hashtag uses - 3 times more than any other brand.

1.7 million brand mentions on Twitter - 22% higher than our sports brand competitors.

And, crucially, became the most talked about brand at the World Cup.


Campaign Brief: “adidas wins battle of real time marketing with ‘all in or nothing’ campaign at the FIFA World Cup ”



Forbes: “adidas scores big in sales and social media growth during the World Cup”

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