Les Bleus successfully entered the competition with a victory 2 goals to 1 against the Australian selection. On the social web field, 6 Australian sponsors and 5 French sponsors took advantage of the match to conduct activations, generating a total of 77 publications. There are different strategies between France and Australia. Australian brands favored Twitter, like the online betting site Bet 365 (20 tweets about the match), while French sponsors activated on Facebook and Instagram (10 and 6 posts respectively). Note the particular case of the media Fox Sports, sponsor of the Australian team, which published 26 posts relating to the match on its Facebook page, but more to relay sports news than to highlight its partnership. Fox Sports was isolated from the rest of the analysis, not being an announcer.
Carrefour as the winner:With two Facebook posts and one Instagram post relating to the match, Carrefour generated the most engagement: 7,469 social actions (likes, comments, shares) generated. The distributor thus focuses a quarter of the total commitment generated by all sponsors on this match.
Beyond volume, Carrefour has succeeded in generating qualitative engagement, with significant volumes of comments and shares.
These 2 Facebook posts generated 5,230 reactions, 1,110 comments and 255 shares.
In terms of audience, Carrefour plays the complementarity card. Carrefour's usual audience is different from that showing interest in the French Team (see Facebook Audience Insights data). Thanks to the French Team, Carrefour can hope to engage a younger and more masculine audience than its usual audience.
Socio-demographics of the 3.5M French monthly Facebook users who have shown an interest in the French Team, and the 2.5M French monthly Facebook users who have shown an interest in Carrefour
Carrefour the most loved brand, Belin the funniest brand:We analyzed how audiences reacted to sponsor content via Facebook's Reactions buttons (Wow, Haha, Love, Angry, Sad). Belin made her audience laugh with her appropriate puns. On the heart side, Carrefour (8% love) stands out, but also Caltex (8% love), which knew how to seduce its audience and make them laugh thanks to its association with the stand-up comedian Harley Breen. Fox Sports garnered the most negative reactions (anger and sadness), due to the defeat of the Socceroos.
Percentage of Reactions by brand. Belin the funniest brand, Caltex the most loved brand, Fox Sports the greatest emotional wealth.
Word games and original creations allowed Belin to make her audience laugh.
Learn moreSee You On http://www.themetricsfactory.com/perfect-match Throughout the World Cup to follow sponsor news and find all the analyses carried out by The Metrics Factory.A weekly summary will make it possible to understand the efforts of the various brands and to review the major events of the World Cup from a marketing standpoint.An online dashboard is also available and allows daily access to data.
