Putting TCL at the heart of the 2022 Football World Cup with a Twitter campaign that reached millions.


The Challenge Place TCL amongst the 2022 World Cup conversation on Twitter, getting in front of a sports and technology audience but without the luxury of TCL being an official World Cup Sponsor.

To reach TCL’s target audience – sports and technology enthusiasts – we needed a platform that would allow us to create relevant social media content which would cut-through the vast amount of World Cup noise. Our strategy focused on utilising TCL’s sponsorship of four prominent international players – Spain’s Pedri, Brazil’s Rodrygo, France’s Raphael Varane and England’s Phil Foden. They are the faces of TCL’s Inspire Greatness campaign and all were playing at the 2022 World Cup for their respective countries. We would create content around those four players, tapping into their fanbase to get TCL in front of new audiences.

We implemented a Twitter strategy for the 2022 Football World Cup which included a 360 content plan, daily community management and reactive and proactive organic content front loaded with creative that was “ready to go” whilst keeping asset production back for World Cup moments. 

We were always-on for a month, hijacking big moments involving the four players, creating talkability in the lead up to games, live tweeting throughout matches, including live creative social content that our audience engaged with in the moment. 

Our planned content showcased the four international players and helped us to reach and raise awareness of TCL to the players’ fans. 

We also created reactive creative content which leveraged key moments throughout the tournament, including two ambassadors – Varane and Foden – facing each other in the semi-final, as well as bespoke content for when the ambassadors scored goals. These posts elevated our usual reactive content and showed that TCL is up-to-date with the key moments in the World Cup.

We also ran three competitions to build Followers and drive engagement.

All social creative content was produced by Make Honey.

The results

We made TCL a part of the World Cup conversation without being a sponsor – delivering phenomenal reach and engagement – an incredibly hard task given the exposure and amplification that official tournament sponsors benefit from.

We reached over half a million people, with total impressions hitting nearly 3million via 249 pieces of content. We also:

  • increased Followers by 3,465 – 73% over target
  • delivered an average engagement rate of 8.22% – 26% over target
  • achieved an average of 62 engagements per post – 24% over target

More work

Be radical, choose equality

A billion ways to save endangered colour

See All Case Studies