A series of Instagram Stories and Snapchat activations to launch Ronaldo’s new Mercurial Superfly V and capture his training leading up to El Clàsico.

Implementation & Timeline:

We released the mini-series to Ronaldo’s 99M Instagram followers in 3 phases: boot tease, boot reveal and the countdown to El Clàsico. The tease phase rolled out in November, a month prior to the El Clàsico match, followed by the full reveal of the boot, and then the countdown content 1 week prior to the match.

Placement & Scale:

We supplemented content on Ronaldo’s channel with support from Nike Football channels and partners. We invited Nike’s wholesale partners like Unisport to the shoot and gave them unprecedented access to Ronaldo, to create their own unique content around the campaign and new boot. To optimize reach, we took over Bleacher Report’s Snapchat channel with daily recaps of Ronaldo’s Instagram Stories and seamless 3vi Snapchat ads.

The Ronaldo prank video generated 20M organic views on his social channels alone.

The boot reveal on Nike Football’s Snapchat gathered 1.81M views, with an average completion rate of 96%.

The countdown to El Clàsico videos generated 213M views and 4M engagements on Ronaldo’s social channels.

Ronaldo and Nike’s social posts in the week leading up to El Clàsico drove 44k visits to Nike.com and increased traffic by 24%. The new Mercurial boot flew off the shelves in 859 doors across Western Europe.

Bleacher Report promoted the takeover as well, generating 46M views and 261 shares.

By leveraging Ronaldo’s channel to launch the campaign, we drove 130% more views than if we’d used Nike Football channels.