After securing its first contract with the Premier League, Panini were looking to create a buzz around the launch of its Collectible Premier League Football Cards. The aim of the release was to get a new generation of kids involved in collecting the cards, as well as this
Panini wanted to market to adults who had grown up collecting old World Cup stickers. Panini briefed Viral Group to appoint a content creator who could primarily reach boys in the UK aged between 7 and 11. The brand wanted trendy football content which could highlight the album and cards in an engaging way to the right audience.
The approach was to firstly identify an aspirational YouTuber over the aged of 18 who young boys admire and whose channel was focused on football content.
Viral Group selected SV2 - a 20 year old YouTuber from the UK with a predominantly UK audience. SV2's channel is dedicated entirely to football and he also regularly involves children in his videos. The team were keen to let SV2 have creative control over the content for the campaign, he was given the albums and cards and asked to produced 3 videos across 2020 as part of an ambassador role for the brand. Children were involved in filming too to engage the target audience.
To support the YouTube activation, SV2 also published content across his Instagram page to raise further awareness of the launch and drive traffic to his videos and the Panini website. In addition to social activations, SV2 was also involved in filming for the promotional advert which was aired across sports channels in the UK including Sky Sports. This type of content was aimed towards targeting the older generation which Panini were also looking to reach.
With 2 out of 3 of the videos already live - and the last video to go live in December 2020 - the campaign has already generated over 5 million views on YouTube! Panini are so impressed with the results of the ambassadorship thus far that they have already signed SV2 for a complete campaign for the European Champions 2021.
Click this link to view the first sponsored video which went live January 2020.
Testimonal from the client:
‘We continue to really enjoy working with Viral Group, Adrian and the team are supportive, creative and always available when we are planning our influencer campaigns. With a huge few years ahead for Panini UK and Ireland we count Viral among our most valued strategic partners."
- Chris Clover, Head of Marketing Sport at Panini UK.