For our #TalkMoreThanFootball campaign, we aimed to encourage conversations and drive engagement. X proved to be a natural channel for this objective. Our video creatives were crafted to captivate the audience while effectively convey the campaign's narrative. We prioritised video formats due to their higher impact on delivering key messages in both organic and paid channels. By utilizing video ads on X, we successfully reached relevant, untapped audiences, resulting in an impressive 14% increase in campaign awareness while also landing a 19% uplift in message association.