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Ignite the Emotions of the Vietnam Football Community

KHOI LE
YEN NGO
FOR EVERY FAN THE BIGGEST STADIUM IN THE WORLD 2

Ignite the emotions of fans on Facebook and Instagram

Target three new global communities

H I G H - E N G AG E M E N T FA N S M O D E R AT E - E N G AG E M E N T FA N S F R I E N D S O F FA N S
( M AT C H M A N I AC S ) (HOMELAND HEROES) ( S O C I A L S U P P O RT E R S )
Source: Facebook and Instagram internal data, Q1 2017
FOR EVERY FAN 3

Match Maniacs
They love the competition

103M 2.7x
​Match Maniacs globally ​more likely to mention words
related to the match vs other fans

x2
people
​more likely than general population
to report watching a sports match
1.8x
​more likely to post hashtags related
Source: Facebook and Instagram
to soccer on Instagram vs other fans internal data, Q1 2017
FOR EVERY FAN
THE BIGGEST STADIUM IN THE WORLD

Match Maniacs
In Vietnam

1.8 Million
Match Maniacs in Vietnam

Source: Facebook and Instagram internal data, Q1 2017

4
FOR EVERY FAN

Homeland Heroes
They love their team

160M 4x
​Homeland Heroes globally ​more likely to post hashtags
related to soccer on Instagram
vs Social Supporters

Source: Facebook and Instagram

internal data, Q1 2017
FOR EVERY FAN
THE BIGGEST STADIUM IN THE WORLD

Homeland Heroes
In Vietnam

5.8 Million
Homeland Heroes in Vietnam

Source: Facebook and Instagram internal data, Q1 2017

6
FOR EVERY FAN THE BIGGEST STADIUM IN THE WORLD 7

Social Supporters
They love a party

307M Up to 1.7x Up to 1.6x

Social Supporters more likely to mention more likely to mention

globally words related to food words related to drinks in
vs other fans their posts vs other fans

Up to 2x Women are
2.2x Women are
3.5x
more likely to mention more likely shopping more likely shopping CPG
words related to CPG products online products online on mobile
community in their
posts vs other fans Source: Facebook
Source: Facebook and
and Instagram
Instagram
internal data,
internal data, Q1
Q1 2017
2017
FOR EVERY FAN THE BIGGEST STADIUM IN THE WORLD 8

Social Supporters
In Vietnam

6 Million
Social Supporters in Vietnam

Source: Facebook and Instagram internal data, Q1 2017

FOR EVERY FAN 9

How to Access Those

Segments in Facebook
F R I E N D S O F FA N S
( S O C I A L S U P P O RT E R S )

M O D E R AT E - E N G AG E M E N T FA N S
(HOMELAND HEROES)

H I G H - E N G AG E M E N T FA N S
( M AT C H M A N I AC S )
 WHY NOT NOW?
FOR EVERY FAN 10

SHOW
Why YOURthem
not using SUPPORT TO OURU23
now to support U23 VIETNAM!
Vietnam!