crafting a winning campaign 

The Objective

The 2026 FIFA World Cup is the biggest marketing opportunity of a decade.

GWI's top clients and prospects were crying out for guidance on how to get a slice of the action – without wasting tons of spend.

we saw an opportunity to drive awareness and revenue around our custom research solutions.

The Action

we got to work, fielding a bespoke survey among our world-class panel to uncover the real World Cup fans; who they are, what defines them, where to find them…

We then built a World Cup microsite to act as our hero asset for the campaign, offering up never-before-seen insights to help you hone your spend, with a diverse mix of content.

We repackaged this into a lead generation asset titled The World Cup Audience Playbook, together with more tailored content that leaned into key pain points.

We leveraged AI to scale content creation across the campaign, offering up tailored ads and landing pages to fuel our ABX efforts. 

The Result

The campaign influenced £1.9M worth of SALes accepted leads (sals) in the first 90 days , while one of our more tailored assets generated 21 SALs in the first three weeks alone.