Adidas wins World Cup share of voice battle in Singapore and Malaysia as Chinese brands fare well

Adidas captured more than half the digital share of voice in Singapore and Malaysia during the FIFA World Cup, while Chinese brands fared well for digital content engagement, research has found.

The sports brand took 51% share of voice once the football started, rising from 25% before the first game kicked off. It surpassed McDonald’s which held a 41% share of voice in the build up to the tournament, falling to 29%.

The analysis, conducted by Singtel mobile marketing arm Amobee, found Budweiser achieved the largest spike in brand share of voice, soaring 508% compared to the period of the World Cup. The rise was attributed to Egypt’s goalkeeper refusing the Budweiser branded “Man of the Match” award due to his Islamic faith forbidding the consumption of alcohol.

Other data found Coca Cola and Nike had the most impactful campaigns, at least in relation to twitter.

The volume of tweets relating to Coca Cola in Singapore, Malaysia, The Philippines, Australia and New Zealand, climbed 2,287% on the day K-Pop superstars BTS were unveiled as the talent in its World Cup campaign.

Nike saw a 160% lift in Tweet mentions on June 1 compared to the daily average between April 22 and July 15, largely around a promotional campaign featuring the Nigerian team’s World Cup kit.

Turning to the consumption of World Cup content, came out top in Singapore while the was the go-to source for Malsysians. was the top publisher in The Philippines.

The Amobee research said Chinese brands cashed in on the World Cup with dairy company MengNiu faring well in Singapore, Malaysia, Australia, New Zealand, and The Philippines.

Helped by a campaign featuring Argentinian star Lionel Messi digital engagement in the brand climbed 228% on June 12, comparing to the daily average of consumption around the brand between June 14 and July 15.

Kitchen appliance brand Vatti also did well, its offer of full refunds on purchases if France won the World Cup seeing engagement rising 125% on July 14. However, with France crowned champions after beating Croatia, it is feared the offer could rebound with investors worried the company will suffer losses of 79 million yuan (US$11.83 million).

Engagement for official World Cup sponsors Hisense and Vivo climbed 106% and 85% on certain days.


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