International football tournaments represent one of the biggest high-stakes moments for retail brands, with a huge battle for attention and search visibility.
Working in partnership, the challenge for No Brainer was to pivot from chasing generic traffic to driving highly qualified, navigational online search demand. The goal was to fundamentally shift how users searched for TVs, and crucially, how Google and AI platforms saw AO’s authority as a trusted brand in the space.
Our role was to work collaboratively with AO’s SEO, PR and social media teams to create cultural moments that didn’t just talk about football, but focused on the experience of watching England and Scotland from a living room. Having conducted research ahead of the competition, and with the time difference of a US-based competition, we knew that football fans across the UK were more likely to watch the games at home. It was a key insight that we leaned into.
AO recorded a 23% year-on-year increase in TV sales throughout June 2026, as reported in the Guardian. Other results from the campaign included:
Coverage highlights included:
Leave your details and one of our experts will contact you!
