UEFA x Gazprom
Encouraging participation among fans to increase awareness of their EURO 2020 partnership.
In a summer encompassed by sport, UEFA, the administrative body of European football, took TikTok by storm, engaging with football fans across Europe who came to the platform wanting to soak up the atmosphere of EURO 2020.
For their campaign, UEFA teamed up with Gazprom, a EURO 2020 sponsor, with the objective of raising awareness of their partnership. To do this, they encouraged participation among fans by asking them to vote for the Gazprom Goal of the Tournament.
In-Feed Ads were the perfect solution for this campaign, as they appear natively in users' For You feed and create a seamless user experience. With a total of six creatives targeted at 16 countries globally, UEFA provided a showreel of the best goals from the tournament: from Patrik Schick's 50-yard stunner, to Paul Pogba's top-bin strike.
After watching a selection of the best goals of the tournament, users were encouraged to click through to a UEFA.com landing page where they could choose a winner for the Gazprom Goal of the Tournament. Once users had selected their favourite goal, UEFA created a final ad that featured the goal of the tournament, as decided by their audience.
The campaign ran for a month, starting after the first round of games at EURO 2020 and concluding two weeks after the final game had been played. During this time, UEFA earned a massive 91 million impressions from 19 million unique users, and the two creatives achieved a CTR of 0.59% and 0.51% respectively.
A representative from UEFA said: “At UEFA we are delighted with the results of the campaign that we ran on TikTok. The performance of the ads has gone beyond our expectations, delivering strong performance in both reach and views.”