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Integrated
Zlatan Ibrahimovic Parfums: Zlatan Sport
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Based upon Zlatan Ibrahimovic himself and the notion that grooming or beauty routines are about creating the best version of ourselves, we launched the Zlatan Sport grooming range under the concept of The Right Routine.
As a mobile & social first, integrated campaign, our creative approach began with mapping out an intricate web of assets that checked various boxes in regards to platforms and formats – all of which could be derived from a single half day production. Most importantly, each asset had to be unique, taking a micro native content approach rather than simply publishing the same content in multiple places. The result was a multi-faceted campaign that spanned both pre and post launch phases, and which provided ample amounts of content to satisfy Zlatan’s personal channels, brand owned channels as well as retail and PR outlets. This campaign was live for 6 weeks, excluding influencers & ongoing content & PR initiatives, and included the following platforms and media touch points (see attached visual). *Results are still being aggregated, but organic views on social alone are at 6,000,000+ and entirely earned / zero ad spend behind.
This campaign was a joint agency effort between McCann Stockholm and Scandinavian Design Group (Stockholm), part of the McCann Nordic network. Related |
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