Timothée Chalamet, Lionel Messi, Bad Bunny, Jude Bellingham, Lamine Yamal, and Trinity Rodman bring to life the greatest Football story ever told. A legend of a pitch where they play 'win or go home', and rumor has it that this one crew hasn’t lost in 30 years.
The Formula
The cast of Adidas' newest World Cup campaign, Backyard Legends, boasts a combined follower count of 1.14 billion. Adidas covered every corner of soccer stardom and leveled it up by starring Timothée Chalamet as the team's leader. Adidas utilized their deep athlete lineup and let them lead with teasers, 13 stories were put up by the athletes and a reel by Chalamet that was played 17.5 million times. The amount of organic reach that the cast holds has led to ridiculous numbers. Less than 6 hours after the film was released, the engagement rate sits at 37%. These levels of engagement and brand recognition allow Adidas to run with this campaign throughout the entire tournament.
The Numbers
Current content pieces have combined to over 40 million impressions and a 5.62% overall engagement rate, with many more posts expected to come. Engagement rates like these for a brand is what makes the talent costs worth it. 2.38 million likes, all organic, drives a lot of traffic to Adidas' World Cup collections, and also stands to be worth $1.5 million in earned media value. Expect to see more from this campaign from Adidas as the world cup heats up.
Diversity Drives Success
Adidas tapped hard into the cultural and emotional value that the World Cup holds for people around the globe. A lot of ground was covered with athletes from all over the world pulling attention to this campaign. Zidane & Dembélé repping France, Messi for Argentina, Bellingham & Beckham for England, Yamal & Pedri for Spain, Raphinha for Brazil, Wirtz for Germany, Giménez for Mexico, Rodman & Chalamet for the USA, Bad Bunny for Puerto Rico, and Del Piero flying the flag for Italy.
