Good Evening Europe: Brands and Eurovision

Good Evening Europe! Love it or hate it, Eurovision holds sway over the eyeballs and thumbs of millions of Europeans every year – and still more watching around the world! This offers a great opportunity for brands big and small to get in on the action and use all that rapt attention to promote their brand and have a bit of fun along the way! We’ll take a look at how some of the official sponsors have capitalised on Europe’s biggest and wildest singing competition.

            As per this article on Adweek, “There is nothing else like it. Think of something resembling an indoor Pride March on the scale of Live Aid and perhaps you could come close. An estimated 30,000 people will travel to Liverpool for this year’s event, which is set to be watched by an audience of millions with an estimated 161 million people having watched last year’s contest “

            In terms of social media marketing, Moroccan Oil – Eurovision’s official presenting partner – presented a strong showing, with a dedicated social hub  where they collected all of their BTS content, such as this gem below:

https://www.instagram.com/p/CsG9hj9qpEP/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==

The other major sponsor was Bailey’s. Their stated aim, as per this article in The Drum  was to target younger consumers as the Eurovision song contest always skews young in terms of demographics. “In last year’s grand final under 25-year-olds accounted for 56.2% of the audience profile, proving younger demos are drawn to the contest.”

Their plans involved hosting watch parties in key locations and sending cocktail sets out to drinks influencers. In a masterstroke of brand synergy, they produced a series of Conchita Wurst (who won the event in 2014) – fronted cocktail recipe videos:

https://twitter.com/BaileysOfficial/status/1657029464407040001

On the night and in the run-up to the event, Bailey’s social media voice was light, bubbly and excited, this really appeals to the younger demographics they were courting with this campaign and the engagement numbers speak for themselves.

https://twitter.com/BaileysOfficial/status/1657357919078305792

Sometimes it pays off to have the  perfect brand and event combo that really spark discussion on socials. It can be a delicate balancing act between creative vision and nuts and bolts deployment, but when it works it can really work. If you’d like to get in touch to talk about promoting your brand then you can find all of Ifs contact details on our website

Latest Posts

B2B marketing success in 2025 depends on trust, not just reach. Buyers use social to research, value authentic video, and trust thought leadership more than ads. This roadmap shows how to build belief with content mixes, creators, and social proof—because trust is the KPI that drives growth.
Read More
Here we are, entering the “Mber” months, and we all know those are always busy months for marketing and design teams. Between new campaign launches, seasonal promotions, and the pressure to deliver standout visuals before the holidays, structuring your workflow becomes just as important as the creative work itself. This…
Read More
If you still think Reddit is the wild west of the internet, you’re already behind. For years Reddit sat on the sidelines of marketing plans, overlooked in favour of shinier platforms. Too messy, too unpredictable, too risky. And guess what, while brands looked away, audiences didn’t. They piled in. And…
Read More