Our brand endeavored to efficiently and effectively reach consumers during two pivotal cultural moments, the NFL Draft and FIFA Club World Cup, driving brand conversation amongst highly engaged userbases. Based on brand research, Type 2 Diabetes patients highly over-index on Meta and have strong affinities for sports, specifically NFL and FIFA events (+125-149 on the index scale). Given these insights, we aimed to leverage Meta's "Meta Moment Maker" (MMM) strategy to boost brand awareness and engagement. Leveraging talent partnerships, custom content and event tailored messaging, we sought to confirm that integrating authentic connections into a major cultural event, coupled with strategic platform placements and best practices, could drive superior results in reach, share of voice, and ad recall. Our intention was to validate this approach, setting a precedent for future cultural moment activations, including a deeper understanding of platform-specific performance.
Bringing this project to life was a seamless blend of strategic timing, authentic partnership and the adoption of Meta’s best practices. Our plan centered on Meta's "Meta Moment Maker" framework, timed to coincide with the NFL Draft and FIFA Club World Cup – both periods of immense fan engagement. Campaign creative utilized content and talent specifically built to align to each event, which required in-depth compliance reviews to ensure messaging and content adhered to all regulations and requirements within the Pharmaceutical industry. Blending relevant creative with high cultural visibility provided an incredibly genuine connection with audiences, putting our brand at the cultural forefront.
Our audience strategy was built meticulously off first-party NFL and FIFA related Interests, ensuring we reached an engaged and relevant demographic. We then strategically broke out ad placements between Feed and Reels, allowing us to optimize for platform-specific engagement behaviors. While the main challenge was ensuring our brand message cut through the intense noise of both the Draft and the Club World Cup, we overcame this by partnering with creative AORs to tailor content to be extremely specific for the cultural moment, both in messaging and in visuals. The content and targeting approach culminated in campaigns that transcended advertising to become part of the cultural conversations. When media meets moments, it creates a blend of discussion and interactions that catapulted our brand into the spotlight with maximum share of voice ownership, high engagement levels and strong resonation with messaging.
The Meta Moment Maker campaigns dramatically exceeded objectives for brand amplification and engagement, delivering significant incremental reach, heightened brand presence, and meaningful awareness gains. During the NFL Draft, the Meta Moment Maker campaign drove 3x greater reach and 6x the number of link clicks compared to BAU campaigns, while the FIFA Club World Cup campaign saw 2x higher reach and 2.2x additional link clicks against BAU campaigns. As a result of these efforts, Share of Voice skyrocketed nearly two times higher than competitors, reinforcing the brand’s presence within timely, culturally relevant conversations.
Awareness impact was further evidenced by exceptional Ad Recall lift; for the NFL Draft, results surpassed industry benchmark by 102% and outperformed North American norms by 21%. FIFA Club World Cup recall outperformed industry norms by 20%, and collectively these results confirm that expanded reach and impressions drove meaningful engagement and awareness at scale. Overall, performance validated the Meta Moment Maker strategy and will help shape future high-impact activations, including upcoming holiday moments supported by tailored creative assets.
