From the football broadcast to an order on VARUS.UA
How VARUS.UA and DOGMA turned a FIFA World Cup 2026 integration into business results.
41.2M impressions and +40% new users: how VARUS.UA turned the 2026 World Cup into business results
A major sporting event gives a brand attention. Turning that attention into results takes more than appearing next to football. For the FIFA World Cup 2026, VARUS.UA built its campaign around a specific scenario: people watch matches, get together with friends, buy food and drinks — and a retailer can become part of that moment.
At the heart of the campaign was Varik, the VARUS.UA mascot the DOGMA team had created earlier for the New Year campaign. This time he became captain of a “team” of products for match night.
The result: 41.2M impressions, +40% new VARUS.UA users and +33.9% branded searches.
Becoming part of match night
The communication led to concrete actions: visit VARUS.UA, use an offer, build a basket or buy partner products. Nasha Ryaba, Milka, Oreo and other brands were part of one match-night scenario. VARUS.UA effectively took on the role of the brand that helps you get ready to watch the game.
Varik became a creative platform
The new campaign built on an existing hero. Varik was already a familiar brand character, so he was simply moved into a new context — as captain of a team of products “in top form”.
That is the value of a strong creative platform: it outlives a single launch. It can be carried into new seasons, partnerships and business tasks, building recognition and drawing on what has already been created each time.
AI helped scale it
The campaign needed many scenes with Varik, football locations, product integrations and ad formats. The DOGMA team worked the way a classic production does: script, storyboard, references, generation, selection and post-production.
Along the way, the team created more than 1,000 frames and scenes and over 200 video generations. AI’s job here was speed: it helped scale an existing strategy, hero and creative system faster.
From 41.2M impressions to transactions
The campaign reached 1.675M unique devices and beat its impressions target more than twofold. Further down the funnel, the results get more interesting:
+40% new Varus.ua users, +33.9% branded searches, 3,000+ transactions from Google Ads. Sales in the drinks and snacks category, which ties directly to watching football, grew by 31.9%.
In other words, reach was only the campaign’s first step. It connected a major cultural moment with a specific consumption scenario, and from there with the product and the purchase.
That is the difference between a big ad campaign and a marketing system.
Case · Retail, e-commerce VARUS.UA An ad campaign for the 2026 FIFA World Cup 41.2M impressions — 206% of plan View case →Read next
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