GEICO Summer of Soccer
A Summer of Soccer Unlike Any Other
With three major events coinciding—FIFA Women's World Cup (FWWC), Wrexham's US tour, and the 2023 Leagues Cup—this summer was a soccer fan's dream. And thanks to perfectly timed partnerships with all three events, GEICO had the prime opportunity to leverage this cultural moment and the passion of soccer fans to reach a wider audience. To do this, we established GEICO as the brand that makes being a fan easier, and positioned their iconic “GEICO Gecko” as the ultimate soccer fanatic—joining in on the summer's biggest moments, making soccer content for soccer fans and GEICO fans alike.
How did we accomplish this feat?
Simple: with a support plan inclusive of on-the-ground match content, soccer and insurance memes, tentpole moment coverage, trending social formats, and ongoing community management.
Our content drove above benchmark engagement rates with posts like Ryan Reynolds and Rob McElhenney welcoming the Gecko to Wrexham, the Gecko meeting Tazuni, a Lionel Messi feature, and a FIFA "Fancestry" collab.
Plus, to extend the world of GEICO’s owned content to new audiences, we invested in the soccer community, tapping partners like Carli Lloyd and Humphrey Ker so GEICO was always in fans' feeds in a meaningful way.
In five weeks, GEICO had 125+ posts and 150+ reactive engagements across channels—solidifying the Gecko as the ultimate soccer fan and GEICO the ultimate soccer brand—all while creating unforgettable social content.
Other GOOOOALS scored:
- 175.5M impressions (triple the planned amount).
- A TikTok TopView with 29M views (above TikTok’s benchmark).
- 2.6k+ Quote Completes, thanks to Wrexham social successfully connecting with fans.