New Balance Football
Make it to Moscow
Insight
17-year-old football obsessives don’t trust mainstream media. They understand that the reality of Russian football culture is probably different to the stereotype being delivered by traditional media outlets.
Challenge
Cut through the noise around the 2018 Russia World Cup without relying on players or teams and launch New Balance Football into a new market.
Change
None of the major team and player sponsor brands wanted to lift the lid on Russia. But we did. We uncovered real Russian football culture using voices and channels already familiar with our audiences. A docu-series published over the month of the world cup reached 9 million fans, securing a 5.6% engagement rate and a 9% follower growth.
Insight
17-year-old football obsessives don’t trust mainstream media. They understand that the reality of Russian football culture is probably different to the stereotype being delivered by traditional media outlets.
Challenge
Cut through the noise around the 2018 Russia World Cup without relying on players or teams and launch New Balance Football into a new market.
Change
None of the major team and player sponsor brands wanted to lift the lid on Russia. But we did. We uncovered real Russian football culture using voices and channels already familiar with our audiences. A docu-series published over the month of the world cup reached 9 million fans, securing a 5.6% engagement rate and a 9% follower growth.
