123MEARNED IMPRESSIONS

17648HRSMEDIA STORIES IN

3.8MSOCIAL ACTIONS

$8.00TOTAL BUDGET SPENT

#BRUMAR SCORES A WORLD CUP RECORD FOR PANINI#BRUMAR SCORES A WORLD CUP RECORD FOR PANINI#BRUMAR SCORES A WORLD CUP RECORD FOR PANINI

PANINI’S 2018 FIFA WORLD CUP CHAMPIONSHIP ALBUM NEEDED A SERIOUS KICKNow that the Cup had moved from soccer-crazed Brazil to Russia, enthusiasm for Panini’s popular sports collectible album in Brazil had waned – especially since Brazil’s star player, Neymar, was injured, casting doubt on the team’s chances.

WE PLAYED OUR CARDS RIGHT. AND SCORED THE ULTIMATE UNOFFICIAL “ENDORSEMENT” With no budget, or official sponsorship and endorsement deal with FIFA or the Brazilian team, PR conceived a “backdoor” way into the national spotlight through Bruna Marquezine, Neymar’s high profile celebrity girlfriend. The on again/off again couple, lovingly known to fans as “BruMar,” were “on” momentarily – so we teased Bruna with a special delivery: a blank Panini FIFA World Cup collector’s album with 10 packs of player stickers to get her started. The surprise? The packs contained only stickers of boyfriend Neymar. Bruna immediately took the bait – and took to her fans on Instagram – convincing Neymar to autograph the stickers so she could trade 30 player stickers for one of his!

DRIVING A WORLD CUP SALES RECORD FOR PANINIEarning 54 million social media impressions and multiple Instagram videos and posts from both Bruna and Neymar in a matter of days, our savvy PR strategy ignited a trading frenzy and all-time sales record for Panini albums in Brazil – all for the cost of a single messenger.

“Look at this gift Panini gave me. I did not have time to buy my album yet, but I’ve wanted one. But now I won one and it came with stickers!”

“I think that each autographed sticker should be worth 30 other player stickers. I will complete this album fast.”

“I can’t believe this. Panini must be teasing me! These envelopes are full of Neymar’s stickers! Is his sticker rare? Look Panini…Ok, at least I have one player sticker in my album, or maybe I can put Neymar’s face on all of them?”

“I never thought I’d say this, but I am giving my boyfriend away to everybody in exchange for anybody, PLEASE!”

“Panini joked with me today and I received only my boyfriend’s sticker but ha-ha…now I have signed stickers.”

“Ok, she has already glued me into her album.”

Neymar: “Friends, she is using me!”