Sponsorship Observatory by The Metrics Factory
The Perfect Match, the sponsorship observatory of the 2018 World Cup and then the Rolex Paris Masters, here is the variation of our observatory on the women's soccer World Cup. This time we are looking in more detail at brands with national supporter status. Data related to Blue's World Cup matches on the day of the match, on D-1/D+1 were collected.
Crédit Agricole stands out
While all the national fans spoke during this second game of Les Bleus, Crédit Agricole generated the most content and commitment to this match. The bank almost exclusively uses its sports vertical “We all have a soccer side” to talk about the World Cup. Only a video highlighting women's sport was posted on the bank's Facebook:
The top 3 best performing content
The most engaging content was a Proman Facebook post that generated 3,022 social actions. The brand used a similar format during the Blues match against South Korea.
In second place is an Instagram post from Eclairons le Foot (EDF) featuring images linked to Eugénie Le Sommer the striker for Les Bleus in a video with testimonies. In third position we find a tweet from On a Tous a Côté Foot (Crédit Agricole) after the USA match against Thailand with a score of 13-0.
The use of stories
EDF is again the brand that has used this format the most via “Let's light up the football” and various contents. Highlighting the host city of Le Havre, the activation carried out in the city with the presence of the influencer Marine Noret, encouragement of the prognosis and visuals during the match. Content with the singer Imany was also highlighted.
