Liverpool Football Club

THE BRIEF

Liverpool Football Club was ready for a bold announcement. Our job was to hit home the club’s prestigious standing with the opening of The Dubai Mall store, devising intuitive PR tactics underpinned by the club’s prestige and LFC heroes and make this ‘not just another Dubai Mall store launch’. Together with the client, we set objectives that, in working towards, allowed us to grow brand visibility, drive conversion and cement LFC’s voice within the UAE. We announced The Dubai Mall store launch, bolstering the volume of brand conversations whilst articulating the distinction of LFC. LFC’s global presence and reputation is unparalleled, and our PR efforts had to, therefore, focus on driving footfall to the Dubai Mall retail location thereafter by generating awareness, and firmly placing them as a destination. We planned a one-day event with social influencers, VIPs, media and the public. The event officially announced the launch of Liverpool Football Club retail offering in the UAE. We strategically engaged with the community to drive sales, and spark meaningful conversations and cultural exchanges that championed our goal of claiming market share on a regional scale.

THE DELIVERY

Social media and influencer engagement was the pivotal tactic as it allowed us to not only target our audience with no barriers, but also Carve out connections. We had to amplify community social outreach through inspiring, surprise and delightful brand experiences, jumping on current events and reacting to live social content (such as fans travelling for games). Identifying and engaging with a diversified set of regional ambassadors, focused by country, allowed us to forge new bonds and reignite existing ones that not only elevated brand awareness but delivered commercial leverage. We did this completely on barter, therefore not eating away at our budget. An example network included The Dubai Reds: Dubai Liverpool Supporters club based in Dubai – Facebook group www.dubaireds.com. Furthermore, it allowed us to expand the brand universe. We focused on powerful strategic partnerships that were a portal to our influencers. We worked with aligned brands, organisations and networks that not only further generated brand awareness but delivered commercial results, these included sports clubs and bars (such as GoodFellas Sports Lounge in Al Barsha Heights, the Official LFC Bar), banks (Standard Chartered’s regional audience, the official banking partner of LFC), smartphone companies, community networks, and beyond. We also partnered with Big Smoke Burger for the catering, and as this was secured through Atteline and is owned by a client, we were able to secure the catering on barter, as well. Last, we had to bring in talent that would draw in crowds of all ages, demographics and backgrounds. While our initial target was Mo Salah, this was obviously not going to be possible given the budget. After doing some research we thought who better to accompany the 2004-05 UEFA Champions League Trophy replica that we were displaying in store than the man who won it himself? Luis Garcia, former left-winger for the reds, known for his infamous ‘ghost goal’ against Chelsea in the Champions League semi-final in 2005, was willing to fly out to Dubai and support the launch for the cost of his flight. So, with an AED 10,000 budget, we bought a famous footballer a round trip ticket and booked a DJ for some in-store mood setting, the rest was done 100% on barter. No media spend, no influencer payments, no paid catering or partnerships.

THE OUTCOME

Through our strategy’s execution, we saw the following results from our influencer work: Media Attendees: x36, Social Influencer Attendees (traditional influencers and Official Liverpool FC Supporters Club Members: 124, Media and Influencer +1s: 44, Giveaway winners: 7, VVIP Fans of the Club: 2 , Total Circulation: 30,829,442‬‬, Total Ad Value Equivalent: $1,723,366.56‬, Total PR Value Equivalent: $5,170,099.68‬.

Due to the number of influencers at the event, a separate line was arranged to help manage crowds ahead of Luis Garcia’s arrival. There was another line for the other 350+ guests in attendance that were there as a result of our PR work. We saw a total of over 563 visitors within the three hour launch event alone as a result of PR alone, with no additional media spend. The event was so successful that it required extra security from The Dubai Mall. Furthermore, the launch saw significant financial success and growth, as it was the biggest ever weekday for sales outside of the main gifting season. Additionally, LFC was approached by a fan that was so impressed by the event, of which the discussion led to the opening of the 3rd store in Ibn Battuta Mall. For an investment of AED 10,000, the returns were immeasurable.