Sol de Janeiro x World Cup Inner Circle

Influencer.

Social.

Experience.

Strategy.

Creative.

Bringing Brazil’s biggest cultural moment into Sol de Janeiro’s inner circle.

The World Cup is Brazil’s biggest emotional stage, and for 2026, we wanted Sol de Janeiro to live inside it, not alongside it. At MG Empower, working with The (Un)Known, we ideated and led the “World Cup Inner Circle” campaign, partnering with seven Brazilian WAGs to capture the tournament from the inside: pre-game rituals, match-day emotions, family moments and post-match celebrations, all told exclusively through Instagram.

Objective.

Drive brand heat, awareness and positive buzz for Sol de Janeiro through authentic, culturally-relevant World Cup content.

Our goal was to embed Sol de Janeiro within one of the year’s most talked-about cultural moments, driving brand affinity through genuine proximity rather than traditional sponsorship. We set out to beat three forecasts: 1.8M impressions, a 4.5% engagement rate, and positive audience sentiment.

An influencer strategy built on proximity, pairing mega reach with mid-tier intimacy to tell the World Cup story from the inside.

Rather than a single hero talent, we built a squad: mega, macro, mid and micro creators with a combined following of over 24.5M, each with a genuine personal connection to Brazil’s national team. Talent included Bruna Biancardi, Karoline Lima, Ana Lidia Guimaraes, Gabrielle Figueiredo, Isabella Rousso, Carol Cabrino and Duda Santos.

Each format played a distinct role. Reels carried the emotion and drove the strongest engagement rates. Carousels were the best formats for balancing high reach with meaningful engagement, becoming the campaign’s best education and discovery layer. Stories stitched it all together, 50% of total views (only 29% of campaign deliverables), keeping the Inner Circle visible in the World Cup’s quieter, in-between moments.

Publishing was built to flex around the tournament itself, so creators could react in real time to Brazil’s results rather than stick to a fixed content calendar.

World Cup Inner Circle beat every forecasted KPI, turning cultural proximity into measurable performance.

The campaign outperformed expectations across every metric, driven by strong creator selection, cultural relevance and timely execution around the tournament.

Impressions reached 19.17M.

Engagement rate hit 7% in-feed.

403.4 total engagements.

Content published around Brazil’s biggest match moments consistently outperformed the rest of the campaign, proving cultural timing beats a fixed schedule.

Many followers went beyond engagement to request discount codes and shopping links directly in the comments, a clear signal of purchase intent.

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