The final of the 2019 Coupe de la Ligue was played last Saturday in Lille and pitted En Avant Guingamps against RC Strasbourg Alsace. If the sports poster that opposed the 19E From Ligue 1 to 10E did not suggest an international resonance at the event, the tire brand BKT was not of the same opinion. The Indian agricultural and industrial tire giant has joined the competition via a contract with the LFP estimated at 3 million euros annually. Objective for BKT: to make its brand known in Europe. The brand also sees it as an opportunity to speak out on an engaging subject: Football.
BKT talks about the Coupe de la Ligue on Facebook
On social networks, BKT first and foremost takes the floor to highlight its products. On Facebook, where the brand has 268K subscribers, it is above all photos of tires and tractors that are published by the brand.
The Coupe de la Ligue final thus made it possible to vary BKT's communication when talking about football. The brand has thus spoken out 6 times on this subject.
Before the game: A competition game in French was organized on the page
During the match : live photos and videos of the stadium have been published in English
After the game : a photo album summarizing the best moments of the tournament in English
The League Cup, a vector of commitment for BKT
In terms of performance, it is interesting to note that BKT's statements concerning the Coupe de la Ligue were much more commented on, shared and liked. On average, a BKT publication generates 12 engagement actions (likes + comments + shares), while a BKT publication about the League Cup generated 426. Speaking of the Coupe de la Ligue, BKT multiplies its commitment by 34.
An international commitment
When you look in detail at the engagement generated by the brand, you realize that its audience is above all international. By publishing public content in English, BKT has bet on reaching a global audience. This bet seems to have paid off, since the signs of commitment were generated by non-French people.
Indeed, when you look at the profiles of Facebook users who liked, commented or shared the content, they are mostly Indian.
BKT has thus succeeded in engaging 2 key audiences:
- A French audience, via contests in French targeting only France
- An Indian audience, via posts in English
Conclusion
Beyond naming the competition, BKT relayed its partnership with the LFP on its Facebook page. The objective seems to have been achieved for the brand, which was thus able to engage a French audience and an Indian audience. Talking about the Coupe de la Ligue allowed BKT to increase its Facebook engagement by 34 times.
For the LFP, joining forces with new partners such as BKT allows it to make the competition visible internationally. Through BKT, India was thus exposed to the League Cup.
