FC Internazionale Milano

The Objective

2 STARS SHINE BRIGHTER NOW: BRANDING AND PERFORMANCE ON THE PITCH

FC Internazionale Milano won the 2023/2024 Serie A championship, letting the Club celebrate their 20th Scudetto and giving them the right to wear a second star icon on the team uniform.

To celebrate this important milestone, the Club decided to engage their almost 14M community on TikTok guiding them along all the celebration phases.

Inter aimed to reach this objective through both dedicated content and a full-funnel interactive media campaign designed to move both branding and performance metrics.

The Solution

THE RIGHT LINEUP TO WIN ON TIKTOK

The game kicked off through an impactful branding bundle for catching people's attention and engaging them with the most interactive solutions on the market. The day after mathematics confirmed the Scudetto winning, Inter launched a bespoke TopView with Shake Surprise where 3 of the main season players invited users to Shake their phones.

This first placement has been then bundled with a TopFeed flight delivering a more branded and emotional content featured with Superlike 2.0. Last but not least, the branding campaign included In-Feed Video Views flight, with Story Selection where the community could choose their favourite goal / match celebration of the season. All branding audiences were then re-engaged in a conversion oriented flight, driving users to Inter online store through a Video Shopping Ads activation.

The campaign was fully measured through Unified Lift study, an innovative solution that measures how branded full funnel media activations on TikTok influence the consumer decision journey, providing insights that will guide optimisation decisions to maximise business outcomes both for upper and lower funnel flights.

The Results

WE ARE THE CHAMPIONS

This campaign included many successful placements tested for the first time by a football team. In particular, TopView was an untapped solution for Italian football clubs and, also thanks to the ad-hoc creative cut, it registered +72% CTR and +96% shake rate vs the national industry benchmarks.

The success of the branding bundle has been proved by the Unified lift, which showed all positive and significant lifts in the branding metrics analysed (+15% Ad Recall, +4% Intent, +2.5% Brand Association).

The lower funnel impact was not only proved by the increased website traffic, but also by a positive campaign CPA (-72% vs previous VSA campaign flight).