Global Citizen mobilizes millions toward social impact through high-profile cultural convenings. For the first-ever FIFA halftime show, curated with Coldplay’s Chris Martin, the organization introduced the "Believe in Love" campaign. To turn the movement into active participation and conversions, the campaign required an immediate, accessible entry point for a global audience.
L+R was tasked with engineering a high-visibility landing page capable of converting sudden, massive broadcast traffic into immediate digital actions and converted “Global Citizens”. The objective demanded balancing complex multi-stakeholder alignment across FIFA and Global Citizen under an aggressive delivery timeline, all while ensuring straightforward user onboarding during a high-stakes, real-time spotlight and a widespread paid marketing campaign.
Unifying strategy, design, engineering, and operations, our team deployed a low-friction digital architecture designed for rapid execution. We gave strategic input on lightweight but high-value user experience flows to maximize conversion velocity. Rapid wireframing, streamlined UI integration, and optimized back-end event tracking ensured system stability under extreme concurrent server load. We delivered a visually engaging landing page for the campaign that converted users upfront, and led them to follow-up actions and ways to engage with Global Citizen, including donating to the FIFA Global Citizen Education Fund.
Voice Of The Customer
L+R helped us turn a global moment into measurable action, with a platform built to perform at massive scale.”
Simon Moss
Cofounder & COO • Global Citizen
Simon Moss
Cofounder & COO • Global Citizen
During the 2026 World Cup final between Spain and Argentina at MetLife Stadium, the platform processed a massive surge of over 2 million global visitors while maintaining zero downtime. Following halftime performances by BTS, Madonna, Shakira, Justin Bieber, Burna Boy, Gustavo Dudamel, Chris Martin with Coldplay, the PS22 Chorus, and The Muppets, the initiative transformed passive viewers into active participants. It brought in hundreds of thousands of new audience members, driving over 280,000 collective actions, capturing over 350,000 new social followers on Instagram and YouTube, and generating over $100,000 in online donations for the Education Fund.
Global Citizen: Believe in Love needed a digital entry point that could turn a global broadcast moment into measurable action. The broader challenge is designing high-pressure campaign infrastructure that feels simple for supporters while handling real traffic, tracking, and stakeholder needs behind the scenes. L+R brings strategy, design, engineering, and craft together so mission-driven organizations can move quickly without losing clarity. If your campaign needs to convert attention into action, bring the moment to our team.
