Audience Intelligence, Brand Identity, Style Guide, Digital Media, Social Media, Creative, Content, Production, Pelé, Futbol, Soccer, Case Study
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.
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.
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).
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.
Extended brand to Pelé retail store at 1560 Broadway in Times Square in New York City plus other locations.
Develops co-branded assets with marketing partners
Increased Pelé's new follower growth rate on Twitter
Earned over one million new organic Instagram followers
Earned media impressions gained by our social posts picked-up by media
New endorsement opportunities generated