February 6, 2023

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How Louis Vuitton won the World Cup: Datacenter Weekly


How Louis Vuitton won the World Cup on Instagram

FIFA World Cup Qatar 2022 won’t wrap up until Sunday, but we’ve got a pretty clear idea about some of the biggest marketing and media winners of the global sporting event. Specifically:

• Influencer marketing platform CreatorIQ tells Ad Age Datacenter that so far Louis Vuitton is the brand that’s earned the most World Cup-related social media “engagements” (i.e., shares, comments and likes) thanks to its hyper-viral “Victory Is a State of Mind” Instagram campaign. The luxury brand commissioned photographer Annie Leibovitz to photograph soccer (er, football) superstars Cristiano Ronaldo and Lionel Messi competing off the pitch. As of this writing, CreatorIQ has tallied 172.9 million engagements for “Victory,” which was shared not only by the brand but by, of course, Ronaldo and Messi.

• TV analytics firm iSpot.tv tells Ad Age Datacenter that coverage of the 2022 games has thus far served up 8.4 billion TV ad impressions across English and Spanish-language airings in the U.S.—on Fox and NBCUniversal’s Telemundo and Universo—which marks a 20% increase from the 7.1 billion TV ad impressions delivered during the 2018 World Cup. Spanish-language coverage of the World Cup is the real driver, accounting for roughly 5 billion of those 8.4 billion impressions.



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