How can advertisers take advantage of this opportunity?
Posted: Sun Jan 05, 2025 9:35 am
These figures represent a great asset for brands in the advertising world. Taking advantage of the visibility that these events provide and presenting themselves as a “young” brand is key for companies, as it has a very positive impact on businesses.
For Marc Carrillo , "this generation is so influential and so authentic that it demands relevance from brands and, in addition, it is not in traditional media."
The case of Volkswagen is a great example of this. The car italy phone number data brand wants to reach out to a younger audience and therefore decided to be present at the Balloon World Cup , as explained by the digital managers at the IAB Spain online meeting.
Alejandro Galera Sanz , Social Media Manager for Volkswagen Group Spain, said: “It was a huge opportunity, although risky because no one could guarantee us success . We like to do disruptive actions, not traditional advertising. In terms of results, it was incredible.”
Alejandro Galera, Social Media Manager: "It was a huge opportunity, although risky because no one could guarantee us success." #IABwebinar pic.twitter.com/dYbyS8ESBd
Beyond the visibility that the competition brought them (Ibai Llanos and Piqué constantly talking about the brand), Volkswagen achieved a huge ROI of 55% , which is well above the usual 2% or 3%.
João Candeias, Digital Strategist for the vehicle brand, said: “We need to be very present as a brand and anticipate the event, considering how to get involved in the stream.”
"We are very attentive to opportunities: we don't go looking for a streamer to collaborate with, we select projects that seem disruptive and innovative ," said Candeias, also referring to other events such as AliExpress's CMeada of the year or others.
For Marc Carrillo , "this generation is so influential and so authentic that it demands relevance from brands and, in addition, it is not in traditional media."
The case of Volkswagen is a great example of this. The car italy phone number data brand wants to reach out to a younger audience and therefore decided to be present at the Balloon World Cup , as explained by the digital managers at the IAB Spain online meeting.
Alejandro Galera Sanz , Social Media Manager for Volkswagen Group Spain, said: “It was a huge opportunity, although risky because no one could guarantee us success . We like to do disruptive actions, not traditional advertising. In terms of results, it was incredible.”
Alejandro Galera, Social Media Manager: "It was a huge opportunity, although risky because no one could guarantee us success." #IABwebinar pic.twitter.com/dYbyS8ESBd
Beyond the visibility that the competition brought them (Ibai Llanos and Piqué constantly talking about the brand), Volkswagen achieved a huge ROI of 55% , which is well above the usual 2% or 3%.
João Candeias, Digital Strategist for the vehicle brand, said: “We need to be very present as a brand and anticipate the event, considering how to get involved in the stream.”
"We are very attentive to opportunities: we don't go looking for a streamer to collaborate with, we select projects that seem disruptive and innovative ," said Candeias, also referring to other events such as AliExpress's CMeada of the year or others.