Case Study · 07
Your Name on the Jersey
FIFA World Cup 2026 Campaign
We bought out every limited edition jersey we could find near the venue, then made the only way to get one is booking a call with us
Snapshot
Industry
Events & B2B Marketing
Format
Account-Based Marketing + Public Giveaway, Multi-channel
Goal
Drive qualified meetings and account engagement using genuine, physical scarcity
Audience
Target accounts (ABM) + broader event professional audience (giveaway)
Deliverables
Social media copy · Email campaigns · Landing page copy · Blog content · ABM gifting copy
The Brief
The Challenge
The World Cup currently has everyone's attention, which means every brand on the planet is about to run some version of the same giveaway. We didn't want a generic "win a jersey" campaign that looked like the hundred others people would scroll past. We wanted something that made the offer feel impossible to find anywhere else because it genuinely would be.
The Idea
The Angle
I had a slightly unhinged idea, so naturally we ran with it: go to a shop near the venue and buy out every limited edition jersey they had in stock. All of them. We split the play across two tracks. For our highest-value target accounts, the jersey became a direct relationship gift — something tangible, current, and genuinely hard to get, gifted in collaboration with the Sales team to deepen conversations already in motion. For the broader audience of event professionals, it became the centerpiece of a public giveaway: book a meeting, get entered, win something nobody else in the country could currently buy.
The Execution
What Got Built
The Buyout
Sourced and purchased the full available stock of limited-edition World Cup jerseys from a shop near the venue, turning the prize itself into the campaign's strongest asset before a single piece of copy was written.
Account-Based Marketing Gifting Copy
Messaging built in collaboration with the IS and Sales teams to gift jerseys directly to qualified target accounts, framed around real scarcity rather than a generic tournament tie-in.
Landing Page Copy
Built around one clear hook: the jersey people want for the match, available only through one meeting booked with us.
Email Campaigns
Sustained across the live tournament window, leaning into the "sold out everywhere, available here" angle as the core message rather than a one-time launch announcement.
Social Media Copy
Built to move with real tournament moments as they happened, keeping the scarcity story current and credible throughout the competition.
Blog Content
Supporting content connecting the campaign and the buyout story back to the brand's audience of event professionals.
The Outcome
The campaign is currently live, running since kickoff, and it's already pulled in over 300 entries, making it the biggest campaign result since an enterprise deal landed through marketing efforts. The scarcity angle did exactly what it was built to do. Because the jerseys genuinely weren't available anywhere else, the offer didn't need to be oversold — it sold itself the moment people realized what was actually on the table. Extra stock remains in hand as the tournament continues, with the campaign still running through July 19th. (Final entry count and ABM engagement results to be added once the tournament closes.)
My Role
What I Handled
Social media copy, email campaign copy, landing page copy, blog content, and ABM gifting copy in collaboration with the IS and Sales teams.