With an estimated 3.5 billion fans around the world our content had to shine above the rest in order to be noticed and stand out from all of the noise to grab the attention of soccer fans. Kia Latino was to become a space where Hispanic soccer fans could find timely content that would generate engagement, while organically integrating Kia's selected models to be highlighted during the event; the Kia Soul and the Kia Sportage.
Generate attention-grabbing, relatable, sharable social content that would help Hispanic consumers navigate through the rollercoaster of emotions during the most important sporting event on the globe - the World Cup.
To Hispanics, fútbol (soccer) is more than just a game. It's a religion, a passion that ignites emotions that transcends any other. When the World Cup comes around, life takes a pause for Hispanics as each game is a matter of life and death. A spectrum of emotions takes place during the World Cup, so fans will be on the look out for content that shows someone out there understands how they feel. That's where we came in. By creating videos, images, GIFs, and having conversations with fans during these very emotional times, Kia Latino was able to position itself as a friend when fans needed one the most - in times of celebrations, and in times of defeat.
Our campaign was encompassing of the following in-culture and timely content:
TV :15 and :30 (Hispanic and General Market)
6 Social Videos: shared on Facebook, Instagram, YouTube, and Twitter
Live-Tweeting during specific matches
Ongoing Tweets on Kia's recently launched @KiaLatino platform
The 6 social videos we created the following average engagement rate per post on Facebook:
Average Engagement Rate/Post:
A Story About Traditions: 1.01%
A Story About Rituals: 0.40%
A Story About Priorities: 0.60%
A Story About Sacrifice: 0.80%
A Story About Passion: 4.80%
A Story About Instinct: 0.40%
Total @KiaLatino Facebook Performance Metrics for the 6 World Cup Social Videos:
Total Reactions: 7,079
Total Comments: 766
Total Shares: 1,301
Total Reach: 6.7M
Total Impressions: 9.2M
Total Video Views: 3.5M
Hundreds of tweets were developed during this period. Here are our top three performing tweets based on average engagement rate/tweet on Twitter:
Average Engagement Rate/Tweet:
When you have one eye on the game, and the other on work.#TheStruggleIsReal #WorldCup - Video (Gif): 4.39k%, view it, here.
When someone says soccer instead of fútbol. #WC2018 #WorldCup - Video (Gif): 3.17k%, view it, here.
When you know the #WorldCup is about to begin. #WC2018 - Video: 3.17k%, view it, here.
Total @KiaLatino Twitter Performance Metrics:
Potential Impressions: 5,100,000
Total Engagements: 33,850
Media views, Clicks: 9,285
Our success on Kia Latino is measured by the engagement rate per post. The Average Engagement Rate per post across all industries by RivalIQ is 0.16% for Facebook and 0.046% for Twitter.
Though we are still collecting performance metrics for our TV spot, you may watch it, here.
A Story About Traditions
Post copy: When it comes to the World Cup, one just can't settle for a regular pork rind. #WorldCup
A Story About Rituals Even though you're on the other side of the world, every little detail will help your team advance. #WorldCup
A Story About Priorities
Post copy: Regardless of the time of the game, you have everything under control. #WorldCup
A Story About Sacrifice
Post copy: If it works, it's not superstition. #WorldCup
A Story About Passion
Post copy: No love compares to the love you feel for soccer. #WorldCup
A Story About Instinct
Post copy: Protecting your Kia Sportage against everything #WorldCup