FIFA’s World Cup is one of the most anticipated global events of all time with DAU’s spiking to over a billion. Twitter wanted to tap into the fandom of the 2018 World Cup by providing fans a front row seat to the 64 matches. To help create excitement our team worked together with our global partners around the world, the product team, Getty Images and participating Group Teams to launch a social blitz. We worked with the product team to role out a redesigned explore tab feature dedicated World Cup page along with individual pages for every game, where fans had access to scores updates, Tweets, videos, and Moments feature. My role was to roadmap the integrated campaign program across 8 global markets from concepts to launch, manage our creative team, produce IRT score cards and create a pipeline for the 1200+ deliverable assets setting a new standard of best practices for global campaigns that included, emails, social media content gifs and images, new product tutorial videos, IRT score cards in partnership with Getty Images of final moments for each game, weekly B2B and consumer insights, follow packs, digital out of home campaign and experiential content at Cannes Lions (May 2018).

Result: 115 billion impressions

Creative Director: Mike Yagi, Twitter Studio