The World Cup has wrapped, which means it’s time for the obligatory marketing takeaways piece. This time it stops, predictably, on creators. They were one of the main conduits for fandom this tournament for broadcasters and advertisers alike. How they pulled that off is instructive. Because for marketers, the World Cup isn’t really about football. It’s a stress test for where marketing is headed.
Here’s what that test revealed.
CMOs know creators matter. The real issue is managing them at scale
That’s the real talking point from the tournament’s largest creator activation. Unilever worked with 50,000 creators across more than 35 brands in over 120 markets. The numbers validate creators’ pull on brand growth, but scale like that isn’t a marketing decision — it’s an infrastructure problem.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.