FIFA World Cup Miami
Social Strategy / Brand Voice / Content Direction
CONTEXT
ThThe 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 felt 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 real move was shifting the narrator. FIFA's community investments were real. The content just wasn't letting them speak.
The people whose neighborhoods, parks, and communities were being touched by the World Cup, they were the story. Coaches. Kids. Local figures. We put them front and center and let FIFA exist as the force making it possible, not the hero of its own campaign. The impact felt real because it was. And because it reached across different parts of the city and its multicultural residents, the content never felt like it was made for one audience.
The fan engagement strategy ran parallel to that. Rather than building hype through announcements, we leaned into the rituals. The fits people wear to the game. The cábalas, the superstitions, the specific things fans do to bring their team good luck. That's universal across every culture in Miami, and it gave us a natural way to build momentum through the countdown without it ever feeling forced.
It also gave us a clean architecture for brand integrations. The Royal Caribbean 100-day countdown collaboration worked because it lived inside that fan ritual world. It didn't feel like a sponsor placement. It felt like part of the story we were already telling.
THE WORK
Developed in collaboration with Utag, the agency of record for FIFA World Cup Miami. I was brought in to lead social media strategy and brand voice development for @fwc26miami. Content architecture built around community impact and fan culture. Copy direction across the account. Creative lead on the Royal Caribbean collaboration 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