Patrice Evra
From the world’s most talented left-back to digital superstar - a social media campaign and clothing brand launch designed to spread Patrice’s enduring love of the game.
— Euro 2020
Agency: Be-Hookd Digital
Creative Direction: Jamie Wallace & Bella Webber
Management: One House Artists
PR: Outside PR
In the lead-up to the Euro 2020 competition, Patrice sought to build his profile and establish himself as the unofficial voice of the tournament in anticipation of the launch of his new clothing brand, “I Love This Game”.
The campaign was to be fast-paced and highly reactive, developing alongside tournament results. Working with an established social media presence, the campaign also needed to capture Patrice’s unique brand of infectious energy.
— Digital Marketing Strategy
— Creative Direction
— Production
— Establishing a Brand Using a Highly Reactive Social Media Campaign
With Patrice and his management team, I devised and delivered a rolling creative strategy throughout the two months of the competition. This involved brainstorming several concepts, coordinating content creation and engaging with press outlets to ensure effective pick-up.
I was the assistant producer/director on the main campaign shoots. With Patrice working from Copenhagen and the director and I based in London, we strategised workarounds to capture the content remotely. As the account manager throughout the campaign, I was then responsible for uploading content in a slick and timely way. In collaboration with Patrice’s brand partnership team, we also came up with key brand materials for outreach and partnership negotiations.
The campaign resulted in:
— Huge growth across all of Patrice’s social media platforms, including 50K+ new Instagram followers a week
— A significant increase in followers from new regions such as Italy and Denmark
— Worldwide press coverage by several major news and sports outlets.
I Love This Game
Following the success of the Euro 2020 campaign, Patrice and his partner, Margaux, invited me to work on the launch of his new clothing brand. The launch needed to leverage the momentum built by the Euro 2020 campaign and reflect the high-end feel of the brand.
— Coordinating a Large Scale E-Commerce Launch
In collaboration with a branding designer, I created an online brand aesthetic and full brand guidelines for I Love This Game. Jamie and I also produced and directed the main e-commerce and lifestyle shoot for the label. With Patrice, the photographers, the production company and us in different locations, this required a high level of coordination and management.
I also created the key brand assets and planned and mapped out an 8-week content calendar in the lead up to the launch. 4 AR filters were key interactive features of the social media campaign, including one that encouraged users to play a header competition and share their score for the chance to win the entire collection. Responsible for influencer outreach, I also oversaw the creation of bespoke Instagram filters for each influencer.
— Branding Consultation
— Digital Marketing Strategy (including AR Filter launch)
AR Filter Activations
Header Competition
Example of the ‘Header’ AR filter which formed part of the clothing line launch strategy. Individuals were encouraged to play along & share their score, with the winner being gifted the entire collection.
Bespoke Influencer Message
To help amplify the launch, we created a suite of bespoke filters of Patrice addressing each high-profile person individually. These individuals received their gift which had a letter containing a QR code that took them directly to their own filter on Instagram.
“I hope the tribe will still love this game long after I’m gone”
— Patrice Evra