The 2022 World Cup took place in Al Jazeera’s home country and because of that proximity the news organization had a chance to introduce itself to new audiences. The objective of World Cup 101 was to grow the Al Jazeera English TikTok audience and to provide detailed coverage of the tournament.
The strategy was relatively simple. World Cup 101 would quickly report on the outcome of every game in the 2022 World Cup to a TikTok audience, in content made specifically for that platform. The World Cup series comprised 70 videos overall and featured a single host, Samantha Johnson. Al Jazeera combined a paid media campaign on TikTok aimed at gaining engagement and subscribers with the effort. The daily installments of World Cup 101 were the perfect fodder for the multiweek campaign and kept the page fresh with stories that viewers expected to see.
The effort was a wild success for a growth campaign. The content accounted for 11.6 million views and 1.48 million likes. Most importantly, the campaign helped the overall account accrue nearly 60,000 news followers – a 600% increase.
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