Tailoring Digital Marketing Campaigns for Global Events

For decades, brands have turned to celebrities and public figures to enhance their visibility and credibility. Today, influencer marketing has expanded this idea, focusing on building genuine connections between brands and influencers to boost brand awareness.

Global events like the Euros or the Olympics offer brands a prime opportunity to engage with audiences when excitement peaks. By collaborating with influencers tied to these events, businesses can create powerful digital marketing campaigns that resonate with fans and amplify their message.

In this guide, we’ll explain how leading brands effectively use influencers during major global events and offer tips on how your business can do the same. Whether you’re a marketing professional, brand manager, or business owner, we’ll provide actionable insights to help your brand shine during these high-profile occasions.

Throughout this piece, we will look closely into:

• Understanding How Influencer Marketing Can Work During Events
• 4 Brands to Watch and Learn From This Year 
  • AliExpress
  • Bose
  • Google
  • Aldi
• Making Influencer Marketing During Global Events Work For You
  • Overcoming Challenges and Seizing Opportunities 

Understanding How Influencer Marketing Can Work During Events

Major global events such as the Olympics, the UEFA European Championship (Euros), and Fashion Week capture the attention of millions, if not billions, of viewers worldwide, making them prime opportunities for brands to engage with a massive audience. 

These events influence many people, especially when key personalities like athletes, celebrities, or industry professionals are involved. Brands that incorporate event-themed content within their marketing strategies often see significant engagement. This includes everything from launching event-specific clothing lines to posting content on social media platforms.

When brands want to make a big impact in their digital marketing campaigns, they collaborate with key figures linked to events. This could mean partnering with athletes, celebrities, or experts who play a crucial role in those events. These individuals draw enormous attention, making them the perfect channels for spreading the brand's message during these high-profile moments.

Global events truly live up to their name, drawing attention from audiences around the world. Consequently, businesses that engage in this form of influencer marketing strategies often have a global presence. However, even those without a global footprint can benefit from the heightened visibility and engagement.

The reasons why businesses opt for influencer marketing strategies during major events are numerous:

• Authenticity and Trust: Influencers bring a personal connection and relatability that can build authentic relationships with audiences.
• Targeted Reach: Brands can target niche audiences or achieve broader reach through the expansive networks of top influencers.
• Real-Time Engagement: Influencers can engage with audiences in real-time, creating a dynamic and interactive brand experience.
• Diverse Content Forms: Influencers can produce engaging content, from behind-the-scenes footage and vlogs to blogs, images, and live streams.
• Enhanced Credibility: Collaborating with reputable and trendy influencers can significantly boost a brand's credibility and appeal.

During big global events, brands use influencer marketing in several ways. They might sponsor the event, endorse athletes, create special merchandise, or feature event stars in ads. They also engage fans through experiential marketing, social media campaigns, and collaborations with influencers to make their content feel genuine and exciting.

4 Brands To Watch and Learn From This Year 

So many businesses are making the most of creative digital marketing campaigns. Not all of these partnerships received perfect feedback, but each used a mix of clever techniques we can all learn from. There's much to pick up, from campaign elements to unique approaches.

These five brands have taken influencer marketing strategies for global events to new heights, making a big splash in their ways.

Let’s dive in and see how they did it!

1. AliExpress

AliExpress teamed up with David Beckham for their vibrant “Get Euro Ready” digital marketing campaign earlier this year, which is all about ramping up excitement for the UEFA EURO 2024. The “Score More” campaign was created to help football fans get even closer to the action by offering a range of fantastic prizes and deals. The ads feature Beckham himself using the AliExpress app to win prizes and score great bargains, blending the thrill of the tournament with some real-life benefits.

What We Can Learn from AliExpress and David Beckham's Campaign

What makes this campaign particularly clever is its strategic alignment with the football calendar and its effective use of Beckham’s star power. By launching the campaign well before the EUROs begin, AliExpress captures the pre-event buzz and builds anticipation among football fans. Beckham’s involvement adds significant appeal, as he’s a globally recognised figure in the sport. 

The timing of the ads, placed during key moments before and during the EUROs, ensures maximum visibility. This is crucial, considering that UEFA reported a global live TV audience peaking at 18.2 million this year. The campaign smartly combines high-profile visibility with practical rewards, creating a compelling offer that engages viewers on multiple levels.

This campaign is a prime example of how to make the most of a global event. Here’s what other businesses can take away:

1. Timing is Everything: Launching your digital marketing campaign before the big event creates buzz and anticipation. By aligning your promotions with high-profile moments, you maximise engagement and capture interest when it’s at its peak.

2. Choose the Right Ambassador: Having someone as prominent and relevant as David Beckham draws attention and adds credibility. A well-chosen ambassador can significantly enhance your campaign’s appeal.

3. Prime Advertising Spots: Placing ads during key viewing times, such as before and during the event, ensures your campaign reaches the widest audience. Timing is crucial for major events like the EUROs, which draw millions of viewers.

4. Blend Tech and Rewards: Showcasing how your app or platform can offer real value through exclusive deals and prizes connects with the audience in a meaningful way. It’s about making your product part of the event experience, which can drive engagement and loyalty.

So, if you're planning a campaign around a major event, think about how you can use these strategies. Get your timing right, pick the perfect ambassador, and make sure your ads hit prime time. And don’t forget to show how your product can add real value to the experience.

2. Bose

Bose is hitting all the right notes by teaming up with celebrities and athletes to show how music shapes their lives and careers.

A standout collaboration is with American tennis sensation Coco Gauff. Bose partnered with designer Nadine Ghosn to gift custom QuietComfort Ultra Headphones to Gauff and NBA star Anthony Edwards for the 2024 Olympics. This limited edition tech showcases Bose's innovation and connects deeply with the athletes' personal stories.

Spotlighting Gauff during major events like the Olympics and Wimbledon was a brilliant move. With seven career singles titles and nine doubles titles, Gauff’s success adds a dynamic edge to the campaign.

Since 2023, Bose and the 20-year-old Grand Slam winner have built a strong partnership. Through ads and social media posts on both Bose’s and Gauff’s platforms, they've highlighted how crucial music is to her performance and mindset. “It’s definitely a different mindset I feel like I have to enter into. And I definitely enter it because of music,” Gauff shared.

What We Can Learn from Bose and Coco Gauff

Bose’s strategy with Coco Gauff provides valuable insights into how brands can effectively leverage celebrity partnerships. Companies can create powerful, resonant digital marketing campaigns by carefully selecting ambassadors who genuinely align with their brand values and target audience. Here’s what Bose's collaboration with Gauff teaches us:

1. Authentic Connections: Emphasizing personality and authenticity in interviews and spotlights helps create deeper connections with the audience. Gauff’s genuine love for music perfectly aligns with Bose's brand message.

2. Targeted Marketing: By aligning with Gauff, a Gen Z athlete with a unique story, Bose taps into multiple market segments—from young sports enthusiasts to tech-savvy consumers.

3. Event-Based Marketing: Taking advantage of global events like the Olympics and Wimbledon ensures maximum visibility and relevance.

4. Social Media Power: Sharing content across both the brand’s and the celebrity’s social channels boosts reach and engagement.

Following Bose’s example, companies can create impactful digital marketing campaigns that resonate with their audience. 

3. Google 

Google teamed up with Team USA for a heartfelt campaign featuring track star Sydney McLaughlin, whose 2021 world record in the 400-meter hurdles has inspired countless young athletes—the ad centres on a young girl whose dreams are fueled by McLaughlin’s achievements. In a touching moment, her father asks Google’s AI assistant, “Hey Google, help my daughter write a letter to Sydney,” highlighting how technology and family support work together to nurture dreams.

The campaign highlights how technology can meaningfully connect with and inspire audiences. However, it has sparked controversy, with some critics concerned that AI might replace genuine human interactions and emotional connections.

What We Can Learn from Google and Team USA's Dear Sydney Campaign

Despite the controversy, the digital marketing campaign features several innovative and well-thought-out elements that offer valuable insights for other businesses:

1. Emotional Connection: The ad effectively taps into the deep connection between sports and personal emotion, showing how an athlete’s achievements can inspire young people. Creating campaigns that evoke genuine emotion can make a lasting impact on your audience.

2. Role of Technology: By integrating AI in a supportive role, the campaign demonstrates how technology can positively enhance everyday life and contribute to meaningful experiences. This can help position your tech products as valuable tools in people’s lives.

3. Event-Themed Campaigns: The ad shows how to develop an event-themed campaign using clips and references to an influential figure without their direct involvement. This approach keeps your campaign relevant and engaging while connecting with the figure’s influence.

If your business is considering a similar approach, consider how you can balance technology with authentic emotional connections. Create campaigns that focus on tech but also resonate on a personal level with your audience.

4. Aldi

Aldi, celebrating a decade of partnership with the Olympics, took a distinctive approach with their latest digital marketing campaign featuring their beloved mascot, Kevin the Carrot. In this engaging 40-second spot, Kevin embarks on a mission to save the Olympic flame from being extinguished. With British Olympic stars like fencer Oliver Lam-Watson, rower Helen Glover, boxer Delicious Orie, and gymnast Max Whitlock lending a hand, Kevin’s adventure is narrated by Jim Broadbent.

Instead of launching a brand-new campaign for the global event, Aldi chose to build on the existing popularity of Kevin the Carrot. By incorporating their well-known mascot into the Olympic-themed content, Aldi created a seamless connection with their audience. Kevin’s presence in the Olympic Village, supporting both Olympians and Paralympians, adds depth to the campaign and keeps the brand message relevant.

What We Can Learn from Aldi and Kevin the Carrot’s Campaign

Aldi’s campaign is a fantastic example of how brands can creatively engage with global events by building on existing assets. Here’s what other businesses can take away from this approach:

1. Use Familiar Characters: Aldi’s decision to feature Kevin the Carrot shows how useful it can be to build on a character or campaign that’s already popular. By extending Kevin’s role into the Olympic theme, Aldi maintained interest and kept their brand front of mind.

2. Match the Event’s Spirit: Adapting the mascot’s story to fit the Olympic setting helps align the campaign with the event’s energy and excitement. This connection makes the campaign feel more relevant and engaging to the audience.

3. Combine Influencer Types: The campaign blends high-profile athletes with a well-known mascot, creating a mix of endorsements that appeals to a wide audience. This combination of celebrity athletes and established characters can enhance the campaign’s reach and impact.

4. Create a Unified Narrative: Aldi’s approach of weaving Kevin’s adventure into the Olympic storyline offers a coherent and enjoyable experience. A unified story helps keep the campaign engaging and memorable.

5. Celebrate Diversity: Featuring both Olympians and Paralympians highlights inclusivity and support for a broad range of athletes. This not only enhances the campaign’s appeal but also reflects well on the brand.

Brands looking to connect with global events can learn a lot from Aldi’s campaign. Using familiar characters, aligning with the event’s themes, blending different types of endorsements, and celebrating diversity can all help create compelling and relevant marketing campaigns.

Making Influencer Marketing During Global Events Work For You

Although we've mainly talked about high-profile brands in our examples, using celebrities, athletes, and other notable figures as influencers is catching on with businesses of all sizes. Influencers are increasingly partnering with brands that reflect their values, moving beyond just the traditional giants like Nike and Adidas.

As this form of influencer marketing grows in popularity, let's look at how you can incorporate it into your digital marketing campaigns

1. Choose Influencers Wisely: Pick influencers who genuinely connect with your brand. It's all about finding someone who shares your values and can represent your brand authentically.

2. Break Through the Noise: You need to stand out with so many brands using influencers. Highlight what makes your brand unique and find influencers who can amplify those unique traits.

3. Be Relatable: Look for celebrities, athletes, fashionistas, or other figures who embody your brand’s image. Whether health and wellbeing, sustainability, or female empowerment, the right influencer can resonate with your brand message.

4. Strategic Event Alignment: While having the right person can be impactful, aligning your brand with relevant events can boost your efforts, especially if you’re just starting. Choose events that match your brand values and find influencers connected to these events. This can create a stronger, more cohesive campaign.

Overcoming Challenges and Seizing Opportunities

Working with celebrities for advertising during the Olympics can seem like a distant dream for small businesses, but it's not entirely out of reach. While securing a high-profile A-list celebrity might be unrealistic, alternative strategies to leverage celebrity influence exist.

Along this journey, your business may encounter several challenges, including:

• Budget Constraints: The cost of securing a celebrity endorsement is typically high, often beyond the reach of small businesses.
• Competition: Large corporations often dominate the celebrity endorsement environment during major events like the Olympics.
• Relevance: Aligning a small business with a celebrity who resonates with the target audience can be challenging.

However, these challenges don’t mean you can’t get involved in this exciting influencer marketing strategy. Let’s explore some ways your business can overcome these bumps in your marketing journey. 

Micro-Influencers

Partnering with micro-influencers with a dedicated following within your target market can be a more affordable and effective strategy. While these influencers have smaller audiences than A-list celebrities, they often boast highly engaged and loyal followers.

Their niche expertise and close-knit community can generate authentic engagement and drive meaningful conversations about your brand. Micro-influencers typically offer better ROI because their audience trusts their recommendations and values their opinions.

Local Celebrities and Event-Themed Campaigns

Collaborating with local celebrities or athletes participating in major events is another cost-effective approach. These figures might not have global fame but are well-known within their communities. Their involvement can provide a personal touch and resonate more deeply with local audiences. 

You can also create event-themed digital marketing campaigns that capture the essence of the event without the need for high-profile endorsements. Focus on compelling storytelling and emotional connections that align with the event’s spirit. Highlight how your brand supports or connects with the event's core themes to build buzz and engagement.

Reaching Out and Building Meaningful Connections

One powerful way to elevate your small business is by reaching out to influencers and celebrities, no matter their star status. Start by sending PR packages that truly shine—think creative and engaging presentations of your products or services. Adding a personalised note or a thoughtful gift can make your brand stand out and be memorable.

Don’t stop there! Engage with them on social media and join in on relevant conversations to gradually build a relationship. By making these connections before big events, you create opportunities for collaboration and boost your chances of getting them involved with your brand.

By carefully selecting influencers and strategically aligning them with your brand and relevant events, you can make influencer marketing work for you, even in a crowded market. 

Global Events in Your Digital Marketing Campaign: Final Thoughts

As more celebrities transition into becoming influencers, particularly during global events, businesses have a unique opportunity to tap into this trend. Celebrity endorsements are evolving into more authentic influencer partnerships, where celebrities engage directly with their audiences, making their influence even more powerful.

By integrating these event-focused celebrities and influencers into your digital marketing campaigns, your business can benefit from their expanded reach and genuine connections with followers. Whether through macro-influencers or niche micro-influencers, aligning your brand with these figures during high-profile events can significantly boost your visibility and impact.

As you plan your next digital marketing campaign, consider how influencer marketing can amplify your message, especially during global events. With the right strategy, your brand can stand out and create lasting connections with audiences worldwide.

Build Your Dream Team for Impactful Digital Campaigns

By this point, you’re likely eager to start developing your strategy. But do you have the right team to create impactful campaigns? At Sphere, we specialise in digital marketing recruitment, connecting you with top talent in marketing, media planning, and content creation. Our expert team simplifies the process of building exceptional teams, so you can focus on executing your innovative campaigns.

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