Most brands chase hot topics by relying on speed. But when everyone is chasing the same hot topic and following the same production path, speed is no longer an advantage—it becomes the new baseline.

True content competitiveness lies not in “speed”, but in “accuracy”—consistently saying what target users want to see during the most critical time windows.

During the 2026 World Cup, Maverick carried out this initiative: it upgraded the full "perception-production-distribution" workflow into an AI-native content collaboration mechanism, building category mindshare throughout the tournament instead of merely harvesting a one-time traffic spike.

Case Overview

Maverick, a meat product brand under COFCO Joycome, faced a core challenge: how to position Maverick as a frequent snack choice for young people during match viewing, within the high-traffic World Cup hotspot window.

Final Results

-Total exposure on Xiaohongshu: 9.92M+, total engagements: 133,000, engagement rate: 22.25%

-Average reading volume per official WeChat article rose from over 4,000 to over 6,000

-40 influencers covering three core themes

-CPE: 3.14, outperforming the industry average of 3.97~5.98 in the same period

For Maverick, the World Cup represented both an opportunity and pressure. Its products were not an established "must-have snack for watching games". Competition was fierce and users’ attention was highly fragmented.

The bigger challenge lay in rhythm. World Cup hot topics lasted only days; the buzz around a match could fade within 24 hours. Traditional content workflows could not keep up: sequential steps from request confirmation to review and release meant content often went live after the hype died down. Generic AI tools could write copy, yet they failed to grasp the brand’s positioning for this specific scenario.

Maverick took a different approach.

Perception, Production, Distribution: Reconstructing the AI-Native Content Chain in Three Steps

Step 1: Define the core campaign theme based on the Subjective World Model

Maverick collaborated with Tezign’s creative strategy team to finalize the core campaign positioning through consumer insights — embedding the brand into users’ perception as "the must-have food companion for young people during the World Cup".

Centered around Maverick’s "One Small Goal" sausages, the campaign hashtag was set as #OneSmallGoal, Cheering You On Till The GOAL. Two creative pillars were extended: product-focused #Maverick’s Three Essentials for Late-Night Game Watching and scenario-focused #Maverick’s Ritual for Game-Watching Gatherings. The whole campaign rolled out in phases aligned with the tournament: building scenarios in the group stage, launching match interactions in the knockout stage, pushing for peak engagement in the final, and sustaining long-tail influence. Every milestone was planned in advance.

Step 2: AI Hotspot Sensing, Dual-Model Driven Mass Content Production with T+1 Response

Sensing Layer: Maverick leveraged Tezign’s proactive hotspot tracking system to continuously monitor match progress and social trending keywords. It predicted viral topics based on signal growth curves. Content directions were finalized before trending peaks, ready for immediate execution once trigger points emerged.

Production Layer: Powered by Tezign’s Subjective World Model (SWM), Maverick simulated target audience preferences in the game-watching late-night snack scenario. The Creative Reasoning Model (CRM) then generated batches of differentiated content options. Content turnaround time was drastically shortened from two to three days to T+1. "Hot topics never stay overnight" turned from a slogan into an actionable standard.

Content was developed around three major themes: the event‑focused strand followed match highlights and drove audience interactions; the product‑focused strand presented creative game‑watching food ideas to position Maverick as the star on the game‑watching table; the scenario‑focused strand covered typical viewing moments such as late‑night solo watching and gatherings with close friends to boost audience immersion.

Meanwhile, the WeChat Official Account innovatively adopted SVG dynamic shot‑taking animations and AI‑empowered creative visuals, extending interactivity to the visual dimension. (Click for the full article: https://mp.weixin.qq.com/s?__biz=MzA3MjE3NzExNQ==&mid=2649431654&idx=1&sn=bfab16b928d412f8d8b9a049d486e2de&scene=21#wechat_redirect)

Step 3: Systematic Distribution with 40 Influencers to Penetrate Three Core Scenarios

Maverick leveraged Tezign’s KOL network to onboard 40 influencers across food, lifestyle and sports communities, who created content in parallel around three pillars: World Cup-themed food, game-watching gatherings and match milestones. Each influencer delivered personalized content tailored to their unique persona, rather than using identical templates.

Performance results from every campaign run were continuously stored in the system to support decision-making for subsequent topic selection and influencer allocation. With each execution, the understanding of Maverick’s target audiences and scenarios kept deepening.

From Exposure to Mindshare: Four Channels to Build Brand Recall

Search Anchoring: Maverick secured rankings for core hashtags including #WorldCup, #WorldCupFood and #GameWatchingSnacks. Even after the tournament, users searching for "what to eat while watching games" could still find Maverick.

Content Seeding: Recipe tutorials created by influencers drove saves and shares with strong practical value. The campaign achieved a 60% viral post rate.

Offline Activation: Store-visit influencers covered outlets in Shanghai, Beijing and Shenzhen. The viral post rate for store-review content hit 55.5%, while food street posts reached a 100% viral rate.

Engagement Accumulation: Match prediction campaigns with reward incentives attracted 161 new followers for the WeChat Official Account and 139 new followers for the official Xiaohongshu account.

Overall CPE: 3.14, outperforming the industry average of 3.97–5.98 for the same period.

The four channels follow a consistent logic: built on high-quality content creation, ensuring every impression leaves a lasting mark. Maverick’s campaign moved beyond simple content placement where exposure marks the end, building a complete mindshare loop of "being seen, being remembered, and being repeatedly searched".

Beyond the 9.92 million impressions, the campaign’s real achievement lies in securing search presence for core keywords such as "World Cup food" and "game-watching snacks". Even after the tournament concluded, the brand retained its position in users’ minds.