Nike is the clear brand winner of this year’s Women’s World Cup, according to exclusive data shared with Marketing Week, with Twitter, Lucozade and Budweiser also scoring well among consumers.

When it comes to emotional engagement – a good indication of the long-term impact an ad will have – Nike’s ‘Dream Further’ campaign, comes out on top with a near perfect score of 4.6 out of five.

As a result, the ad, which features some of the biggest names in women’s football alongside the message ‘Don’t change your dreams. Change the world’, is expected to drive long-term returns, according to System1, which carried out the research.

“The star rating is a predictor of long-term brand impact – three is a strong score, four is excellent and 5 is exceptional, although fewer than 1% of ads manage this,” explains Jill Schaefer, associate research director at System1 London. “For long-term impact the crucial factor is the type and degree of emotional response – strongly positive reactions create and reinforce positive memory structures around the brand.”

Clearly media spend also has a role to play and impact will depend on what else is happening in the market, but based on these campaigns “Nike will see an excellent long-term return and continued share gain, and Lucozade and Budweiser should also do well”.