The 2018 World Cup brought attention not just to football, but to an unexpected player in the online shopping world: Wish.
Understated by its competitors, Wish utilised innovative marketing strategies to capture the spotlight and elevate its profile significantly.
A New Challenger in the eCommerce Arena
In a highly competitive eCommerce market, Wish has made significant strides. Established by former Google and Yahoo employees, Peter Szulczewski and Danny Zhang, the platform has emerged as a noteworthy contender. Despite its substantial growth with projected sales reaching $2 billion annually and a valuation of $8 billion, many consumers still remain unaware of its offerings.
The founders have aggressively pursued innovative marketing campaigns to elevate Wish’s profile. An example is the World Cup-themed #timeonyourhands campaign, which cleverly tapped into the global football frenzy. Leveraging the immense popularity of football stars, Wish effectively captured a wide audience and positioned itself within the consumer’s psyche.
The Star-Studded Campaign
#timeonyourhands featured football icons such as Gareth Bale, Robin van Persie, Gigi Buffon, Claudio Bravo Muñoz, Tim Howard, Paul Pogba, and Neymar. The campaign’s uniqueness lay in its engagement with players from nations that did not qualify for the World Cup. This twist added a humorous undertone to the commercials and attracted attention.
Initially focusing on players from Italy, Holland, USA, and Chile, Gareth Bale was later included, broadening the campaign’s reach. These light-hearted videos showcased players discovering new hobbies through the Wish app, transforming their summer experiences while highlighting the app’s variety and accessibility.
Global Reach and Viral Success
By integrating social media, Wish’s campaign rapidly gained momentum. Neymar’s Instagram video alone garnered 2 million views within hours. The exposure was further amplified through broadcast partnerships during World Cup matches.
Wish ensured authenticity by having each player share the adverts on their social media channels. This strategy enhanced the campaign’s credibility and broadened its reach across multiple platforms, achieving several hundred million views.
The adverts were not restricted to digital platforms; they featured on global television networks, including ITV during England’s World Cup games. This strategy provided Wish with unparalleled global visibility.
Strategic Marketing Decisions
The campaign team, led by Sam Jones, recognised the sensitivity around nations missing the World Cup—especially Italy, which had not missed the tournament since 1958. Navigating these concerns was crucial for maintaining respect and humour.
Jones noted that while stars like Messi and Ronaldo were considered, the decision to use players from non-participating nations was deliberate. This approach differentiated Wish from competitors, ensuring the campaign stood out amid the crowded advertising landscape.
Building on Success
With over 75 million monthly active users and one million merchants, Wish continues to grow. Its business model focuses on offering affordable products, from £1 watches to £190 TVs, directly sourced from factories in China.
Revenue milestones have been significant, with over $1 billion generated in a single year. This momentum underpinned the strategic placement of the World Cup campaign, fostering brand growth and market penetration. It marks an important step in Wish’s long-term vision of global relevance.
Supported by $1 billion in funding, Wish has been strengthening its presence in major markets. The World Cup campaign further bolstered its brand, extending its footprint and consumer base globally.
Production and Execution Insight
The campaign’s conception began at a marketing event in February, where innovative ideas were brainstormed. Creative Director Martin Rossetti brought these ideas to life, overseeing filming across major cities such as Manchester, Madrid, Paris, Amsterdam, Los Angeles, and Turin.
The extensive filming schedule reflected the campaign’s international ambition and the logistics required to coordinate with high-profile athletes. It demonstrated Wish’s commitment to a comprehensive and effective marketing strategy.
Looking Ahead
Wish’s journey as a leading eCommerce platform is far from over. The successful World Cup campaign signifies its potential to innovate and adapt in a dynamic market.
As Wish expands its offerings and refines its strategies, it aims to become the default global shopping destination for value-conscious consumers. This commitment to affordability and accessibility sets the stage for future achievements.
Wish’s bold move into World Cup advertising has marked its stand in the eCommerce realm. The synergy of football fame and smart marketing has undeniably set Wish on a promising path.
