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CASE STUDY


How Copa América's 100th Anniversary Scored Serious Social Engagement Goals

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Executive summary

Copa América, the world’s oldest international soccer competition, celebrated its 100th anniversary in a big way: 16 teams from the Americas competed in 32 matches over 23 days in 10 host cities across the United States. This year marked the first time Copa América was ever hosted outside of South America, and event organizers, headed by U.S. Soccer, wanted to demonstrate that the U.S. could successfully host by exciting fans and scoring high social engagement numbers.

To make the tournament truly fan-centric, Copa América’s social team needed to publish and respond to comments from fans and influencers equally well in their fans’ primary languages (English, Spanish, and Portuguese). The social team also wanted to communicate the game in a meaningful way, rather than simply offer a play-by-play of each match. To do so, their content creators needed rich social data and flexibility in the content creation process. While Team Chile was ultimately crowned the tournament champion, Copa América event organizers scored several important social marketing wins themselves.


How they made it work


  • Multi 206

    Leveraged

    Dynamic account filtering provided by Khoros to find and engage with audiences beyond their followers.

  • Multi 192

    Delivered

    Targeted information, discovered thanks to Khoros’ insights, to specific audiences to keep them interested even after their team was finished playing.




  • Multi blog

    Used

    Khoros’ social media management tool for publishing, analyzing, and routing content to specific teams to maximize efficiency and increase contextual responses in multiple languages.

  • Multi wellbeing

    Identified

    And engaged with up-to-the-minute trending topics on social using keyword search and hashtag tracking.


“Automatic targeting allowed fans to see content they were interested in seeing.”
— Christianne Harder 
Digital Fan Experience Manager, Copa América

Results

By setting up advanced search rules within Khoros, Copa América was able to accomplish their social engagement goals. They discovered and engaged with influencers they otherwise wouldn’t have found, including a YouTube star and a former Houston Oilers player boasting over 250k followers.


  • 2,700%

    Overall engagement increase

  • 318%

    Audience growth across social channels

  • 320%

    Audience size increase