Submitted by Pulse AdvertisingAgency IPI Score 41/100

#FOOTBALLASITSMEANTTOBE

Influencer Marketing

Pulse Advertising ran the #FOOTBALLASITSMEANTTOBE campaign for Bundesliga, publishing 526 posts across 6 social networks in 12 countries to connect fans through a shared passion for football.

526Posts
6Social networks
12Countries

Case in 60 seconds

Bundesliga wanted to connect people who have never met but share the same passion for football, while national borders separate the countries those fans live in, so the league needed a way to reach them across those lines.

The campaign appears to turn on the idea that football works as a shared language across borders, because fans in different countries hold the same passion for the sport even when nothing else connects them.

#FOOTBALLASITSMEANTTOBE framed Bundesliga as the common ground for fans who have never met, presenting football as the thing that brings people together where borders otherwise separate entire countries.

Pulse Advertising ran #FOOTBALLASITSMEANTTOBE for Bundesliga across 6 social networks and 12 countries, publishing 526 posts within a partnership running since 2019 that has included global activations, events and trips across the world.

Pulse Advertising reports 526 posts across 6 social networks in 12 countries, figures that describe the scale of the output rather than any measured audience response to the campaign.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

People who have never met but share the same passion for football, across different countries.
The page sets borders that separate entire countries against football as the thing that brings people together, and the campaign appears to be built on that contrast.
Bundesliga appears to cast itself as the shared ground for fans in different countries, which reads as the league acting as host of a common passion rather than as a domestic competition.

Creative & Execution System

Partners

  • Pulse Advertising (lead_agency)

Results & Evidence

MetricValueResult type
Posts526 Postsscope
Social networks6 Social networksscope
Countries12 Countriesscope

Why Pulse Advertising's strategy worked

  1. 1

    A sports property with fans spread across many countries can build a campaign around the shared passion itself rather than around a single market, which suggests a cross-border theme travels because it asks nothing local of the audience.

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