Every four years, the FIFA World Cup makes football the world’s favorite topic of conversation – and it all happens on Twitter.
In 2018, for the first time in history, four countries from the Middle East and North Africa played in the tournament, presenting an unprecedented opportunity for brands in the region to engage their customers. With core audiences in Saudi Arabia and the UAE, @DurexArabia seized this opportunity. It crafted a humorous, engaging and highly relevant campaign to connect with the 11 million football fans on Twitter across both markets.
@DurexArabia’s campaign gave football fans reasons to celebrate that went beyond winning or losing. It transformed penalties, red cards, and other tournament inevitabilities into moments of connection and engagement, through clever and timely reactive Tweets.
Strategic keyword targeting let @DurexArabia connect with football fans in real time as they discussed their favorite players, teams, and matches. The brand also created humorous Promoted Tweets based on each day’s contests. From Belgian waffles to English teabags, @DurexArabia used strong visual content that played on its iconic packaging, along with funny, provocative wordplay.