Events DC, Washington, DC’s primary host for conventions, entertainment, and sporting events, partnered with Social Driver to promote the region’s bid to host the 2026 FIFA World Cup. The organization’s first-ever influencer campaign deployed audience insights and precise ad segmentation to earn nearly 5,500 new followers and over 2.2 million impressions, exceeding the goal.
Events DC creates and hosts events and experiences that entertain visitors while fueling the local economy and building up the community. As the official convention and sports authority for the nation’s capital, the organization plays a prominent role in the bid to bring the FIFA World Cup to Washington, D.C., in 2026.
Events DC trusted Social Driver to achieve its goal of growing an engaged digital audience to represent DC's passion for soccer and unmatched culture. Our challenge: rally a community around the goal of bringing the world’s most prestigious soccer tournament to Washington, DC.
We helped Events DC determine a smart, achievable benchmark for follower growth on their Instagram and Twitter accounts (@dc2026). Our digital advertising team recommended a strategic two-phase approach: cross-channel paid social ads and an influencer marketing campaign.
To reach an audience of “local and vocal” advocates, we applied sophisticated segmentation tactics using the channels’ robust targeting tools. We tapped into key audience segments, including soccer fans and cultural enthusiasts. Then, our team crafted upbeat ads to build hype about the World Cup bid and entice people to follow @dc2026 for updates. Our team supported the ad launch, provided ongoing monitoring and optimization, and led community management–engaging with audiences who had interacted with paid content.
In the campaign’s influencer phase, we took a unique approach: collaborating with micro-influencers. These influencers, who have stronger relationships with their audience, offered highly curated communities that allowed us to target the exact audience we wanted. Also, they boast higher engagement rates and ROI, meaning their followers truly tune in and connect with the content they post.
Social Driver’s paid digital ad strategy resulted in surging awareness and interest in the @dc2026 Instagram and Twitter pages, leading to strong follower growth. We further increased followers by partnering with micro-influencers, leading those actively engaged audiences to Events DC’s social channels. Ongoing community management was key to continuing momentum, firing up audiences and increasing engagement.
We also provided best practices for organic social media strategy and community management to foster Events DC’s newly expanded digital community. They were ecstatic with the results, which built a strong foundation to leverage in future campaigns.
NEW FOLLOWERS (67% ABOVE GOAL)
Our team created compelling ads using audience insights, copywriting and creative asset selection. The ad copy invited the community to rally behind the cause. And the visuals showcased DC’s iconic monuments–resonating with Events DC’s ideal audience as the campaign’s highest-performing assets.
Active community management strengthened brand reputation and kept the momentum of the content going beyond the length of the campaign. Using the @dc2026 accounts, we liked, commented on, and shared paid ad and influencer posts to keep conversations going and further lift reach.