Creating and Leaning into a Cultural Moment: Marketing Lessons from the 2023 FIFA Women’s World Cup

The success of the FIFA Women’s World Cup completely transcended sports and became the social and cultural moment of 2023. Even non-football fans couldn’t help but fall in love with the Matildas, share in the unbridled joy of the women athletes, and join the conversations around gender equality in culture, business and sport.

To develop and lead the targeted campaign to galvanise audience engagement, FIFA engaged local sports marketing and experience agency GMR (part of TBWA\Sydney Group). GM, Ted Helliar, joins us to unpack how this was achieved across strategy, creative, media, content, social, events, and production using GMR’s Disruption® and Connection model.

Tune in for the last Marketing Disrupted of 2023 to hear:

• How they galvanized audiences in both local and international markets.
• How they efficiently and effectively reached a multitude of audiences, all with disparate sporting and cultural interests.
• The key marketing moments and how one activation reached 1.3 billion people in 126 countries.
• How marketers can lean into cultural moments and have a social impact with authentic narrative.
  
  If you’re a member of the Marketing Association, you can enjoy all four events for free – just one of the many benefits of being a member!