Decoding World Cup campaign performance

Campaign success has become harder to interpret. Some campaigns dominate conversation, while others strengthen product demand. 

So, looking only at volume or engagement can make very different outcomes appear the same. To overcome this, we need to move away from measuring attention to understanding what that attention is actually doing.

This session explores how social listening can move beyond volume and sentiment to reveal the different ways campaigns create value.

Using YouScan's analysis of Nike's Rip the Script campaign and Adidas' Backyard Legends campaign ahead of the 2026 FIFA World Cup, we'll examine two contrasting marketing strategies. 

This session is designed for marketers, strategists, sponsorship teams, and insight professionals looking to evaluate campaign performance with greater depth and confidence. By the end, you’ll:

• Understand why campaigns that generate similar levels of attention can produce very different commercial outcomes.
• Identify whether campaign conversation is building cultural visibility, product consideration, or both.
• Learn how thematic and behavioural analysis reveals patterns hidden within aggregate social metrics.
• Develop a more robust framework for evaluating campaign performance beyond volume and sentiment.
• Recognise when campaign attention is failing to translate into meaningful product conversation.