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KYL IAN
MBAPPÉ
´
EMEA
BRAND
RECAP
SU25
(M/K)
PLAYER
EDITION
CONSUMER PROBLEMS
THE REAL MVP
Gen Alpha want to connect more with their athletes heroes and play like them.
THE GAME CHANGER
To emulate their favourite elite athletes, young footballers rely too much on their talent and not enough on their mentality.
SEASONAL OBJECTIVE (M/K)
PUT KYLIAN’S MINDSET ON DISPLAY SO THE NEXT GENERATION OF FOOTBALLERS CAN SEE THEMSELVES IN HIM…
...and his product.
MARKETING STRATEGIES
#1
INTRODUCE CONSUMERS
TO KYLIAN’S
WORLD
#2
INVITE CONSUMERS
TO STEP INTO KYLIAN’S BOOTS
#3
SHOW CONSUMERS HOW TO PUT KYLIAN’S MINDSET INTO PRACTICE
THE BIG IDEA
THE ROOM
We partnered up with GBL Brand and Digital teams to introduce a reimagined version of Kylian’s bedroom, where his maddest dreams all started.
A curated experience for select creators, media partners, authenticators, and Madrid youth, to share digitally with millions of consumers worldwide.
WALK-THROUGH EXPERIENCE
One by one each guest vistied the Room and experienced the irrational level of self-belief that comes with it.
ROOM ENTRANCE
CHALLENGE ONE
CHALLENGE TWO
CHALLENGE THREE
CAMEO APPEARANCE
CONTENT OFFENSE
THE GUESTLIST
45 out of the 50 guests that went through the Room Experience were coming from EMEA, all of them truly resonating to Game Changers and MVPs.
CREATORS
33M
ORGANIC REACH
AnnaXPanna
Followers
250k
Ibai
Followers
23M
Ben Black
Followers
8M
Amine Matue
Followers
3.2M
MEDIA
102M
ORGANIC REACH
Soccer Bible
Followers
8M
433
Followers
90M
Versus
Followers
1M
PERFORMANCE AUTHENTICATORS
13M
ORGANIC REACH
Futbol Emotion
Followers
2.6M
ProDirectSoccer
Followers
5.5M
Unisportstore
Followers
2M
11TS
Followers
2.3M
MADRID YOUTH
33 KIDS
RM Young Athletes (Kids)
People: 6 Kids
CDC Moscardó
People: 12 Kids
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IBKM Foundation
People: 15 Kids
Riodulce Community
People: 2
NIKE DIRECT
Obsessed PE elevation across 5 key doors in Madrid & Paris:
House of Innovation, Paris, La Defense, Paris Les Halles,
Madrid Gran Vía, Madrid Castellana.
Hero the Boot
Mens and Kids Focused
Mannequins
Lead with KM Apparel
VMS
Elevated FTW Pedestals
PARTNER MARKETING
Secured premium retail executions across the following doors.
A 1 / E 3 / C 3
A 3 / E 3 / C 3
E 7 / C 7
MEDIA
REFINE SP25 HAALAND PE PLANS TO FOCUS ON MOST EFFICIENT CHANNELS FOR THE OBJECTIVES
HEAVY-UP BUDGETS
IN FR AND ES TO ALIGN WITH MARKETS MBAPPÉ IS MOST RELEVANT
FOCUS ONEFOOTBALL BUDGET TOWARDS EFFICIENT REACH, DRIVING MAXIMUM AWARENESS AROUND KEY FOOTBALL MOMENTS
$39k
Spend
82K
Clicks
30M
Reach
DIGITAL
Ensure digital takeover across the Nike ecosystem.
FLP P1
+MOBILE
EDITORIAL IWC
PWH
KLP P1
KIDS PROP ePDP
P+I & C+T
DG IMP
P+I & C+T
NK IMP
COMMS
Collaborated with key media partners under the fewer, bigger, better approach to maximize scale.
VERSUS
SOCCERBIBLE
BIGGEST WINS
Truly connected with Game Changers & MVPs through a qualitative content offense that flooded the key football social handles with an organic reach of +285 Million followers.
Feedback across Creators, Media Partners, Kids, PAs and Kylian was extremely positive.
33 Kids made their dream of meeting their superhero real, including 6 Nike Young Athletes, 15 Kids from KM Foundation, and 12 Kids from a Madrid Grassroots team.
First time we granted our Performance Authenticators 1:1 access to Kylian since 2018.
Very strong x-functional partnership and efforts across GBL/Geo/City (M/K).
SPECIAL THANKS
Fareed Mohammed, Suweyda Abdulle, Dominique Delvaille, Rebekah Smith, Clara Sanchez, Alex German, Marina Amoros, Weronika Budak, Selina Gerezgiher, Nicholas Talliadoros, Marina Polenova, Paula Salazar, Charlotte Kew, Alvaro Delgado Pizarro, Francesco Gloazzo, Mary Kate Fotch, Marloes van Nistelrooij, Tomás Ramírez, Nico Gerard, Katie Brida, Bas Tacoma, Evan Baechler, Elliott O’Bryan, Ben Spooner, Zac Blakeley, Lavanya Nolan.
MERCI
BEAUCOUP!
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