World Cup Trends (Google Search)
What the world wanted to know during the 2014 World Cup
The campaign —
Offering a unique glimpse into what the world wanted to know during the tournament, we published real-time stories about the trending searches of competing nations. World Cup Trends was a fresh type of information, establishing Google in football fans’ conversations and in media — worldwide. A dedicated team worked 24/7 for a month in a building in San Francisco, to capture and produce around 1,000 trends, which were translated into nine languages and shared in even more markets. Media, brands and players weren’t just sharing our insights with their audience, but requesting their own, demonstrating Google Trends as a powerful tool that lives on beyond the World Cup.
Product: Google Search
Years: 2014
Link: site
Role: project lead
Creative partners:
R/GA, London
Fleishman Hillard, Dallas
The results —
While we did not use a dollar in paid media or in sponsorship, our strategy was to be social first, as well as hyper-relevant geographically and in time. We created hundreds of timely, bite-sized pieces of content as the games were happening, and distributed them through our own channels. We also partnered with influencers and obtained 236 posts, covering 151 million impressions across 11 countries. We reached a total of 3.4 billion potential impressions, generating over 65k social shares.