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TRANFORM THE Pelé brand FROM LEGEND TO LEGACY

Services

Audience Intelligence, Brand Identity, Style Guide, Digital Media, Social Media, Creative, Content, Production, Pelé, Futbol, Soccer, Case Study

Summary

Objective

Objective

Objective

Our challenge was to reintroduce Pelé to modern audiences around the world and build relevance with today's youth.  The opportunity required us to transform this legendary icon into a brand that could, then, build a formidable legacy for his family. 

Insight

Objective

Objective

 For a generation, soccer was one man, Pelé. Once the best-paid athlete in the world, Guinness World Record of 1,279 goals; Athlete of the Century (IOC); and credited for "beautiful game" phrase. But, even for legends, memories can fade over time.  

Strategy

Strategy

Strategy

 Our answer was to give Pelé a relevant voice, in-synch with current social chatter. Our strategy focused on interacting with young star players and joining trending conversations. Open new partnership opportunities (i.e., Hublot, Mastercard, P&G).

Approach

Strategy

Strategy

 We started by defining Pelé in a brand book and style guide. Our social strategy was threefold: (a) show the icon as a force for social good; (b) make Pele relevant with current futbol fans by engaging with high-profile players; and (c) join trending topics.

PELÉ brand book & style guide

    NEW BRAND IMAGE & SOCIAL CONTENT

    Pelé Store

    Extended brand to  Pelé retail store at 1560 Broadway in Times Square in New York City plus other locations.

    VISIT STORE

    Partnerships

    Develops co-branded assets with marketing partners

    Video case study

    Results

    Up 400%

    + 1 million

    + 1 million

     Increased Pelé's new follower growth rate on Twitter  

    + 1 million

    + 1 million

    + 1 million

     Earned over one million new organic Instagram followers 

    +25 million

    +25 million

    +25 million

    Earned media impressions gained by our social posts picked-up by media

    Multiple

    +25 million

    +25 million

     New endorsement opportunities generated

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    SEIKO

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