FIFA: The Road to 2022

Doha had never hosted a World Cup and was not seen as an established football hub, and FIFA faced widespread skepticism among fans about the 2022 host city. Previous hosts such as Brazil arrived with established football credentials, so Doha's readiness had to be demonstrated rather than asserted. NeoReach worked from the view that first-person accounts from creators fans already follow would carry more weight with skeptical audiences than official broadcast messaging.

NeoReach cast 17 influencers from 5 football-strong countries, including Spencer Owen, The Redmen TV and Poet & Vuj, and immersed them in Doha for a week during the FIFA Club World Cup. FIFA acted as host and access-giver, opening matches, stadium tours, fan zones, concerts and desert excursions to the creators, who documented the trip on their own Instagram and YouTube channels ahead of the 2022 tournament.

Access made the content, giving creators material ordinary fans could not get for themselves, and multi-market casting turned one trip into five national campaigns, with each creator carrying the story home to a different football audience. Anchoring the week to a live event gave the coverage a genuine football occasion rather than a staged city tour. Content ran across Instagram and YouTube. NeoReach reports 1.4M video views and 127K engagements. All figures come from the agency's own case study pages and are not independently verified; no sentiment or perception data is published, so there is no evidence on whether the campaign shifted skepticism about Doha, which was its stated goal.