FIFA World Cup Miami
Social Strategy / Brand Voice / Content Direction
THE PROBLEM
The FIFA World Cup 2026 was coming to Miami. One of the most emotionally charged sporting events on the planet, landing in one of the most culturally layered cities in the world.
The account wasn't ready for either of those things.
The Instagram presence read as corporate and distant. Announcements without personality. Prestige without pulse. For a city where fútbol isn't just a sport but a language shared across dozens of nationalities, that gap was a real problem.
THE STRATEGY
The insight was simple: FIFA shouldn't narrate its own story. The fans, the community, the city should.
The framework built around three principles. Fan-centric: lead with faces, voices, and lived moments before logos or announcements. Moment-driven: every key post tied to a real activation, event, or community touchpoint. Repeatable: templatized formats that could scale across a long countdown calendar without losing energy.
The content pillars reflected Miami specifically. Community voices and fan stories at 30%. Miami culture and city energy at 20%. History and legacy at 20%. Fútbol education at 20%. Trends and real-time conversation at 10%.
The guiding question behind every piece of content: why does this matter to fans right now?
That question also shaped the brand voice. Warm, witty, soulful, elevated but never untouchable. One Game, One Passion was the emotional umbrella. Not just a tagline but a declaration people could see themselves in.
THE WORK
Social media strategy and execution framework for @fwc26miami. Content pillar architecture. Brand voice development. Copy direction across the account, including a collaboration with Royal Caribbean marking 100 days to kickoff.
THE RESULTS
1.6M
Views in a single 30-day window
70.2%
Views from
non-followers
53.1K
Interactions
in 30 days
187%
Week-over-week
View growth