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Pelé: How to Rebrand a Timeless Icon

Pelé

Pelé: How to Rebrand a Timeless Icon

We worked with Pelé, one of the world's most iconic figures, on shaping his brand, building relevance with today's youth, and bringing his story to life through social and digital channels.

Challenge

For a generation, soccer was one man: Pelé. But even for legends, memories can fade over time. Our challenge was to reintroduce Pelé's brand to modern audiences and build relevance with today's youth through social channels.

Strategy

The key, as we saw it, was to make Pelé more current and personable. Our strategy, focused on interacting with young star players and joining trending conversations, paid off big time. We increased Pelé's new follower growth rate on Twitter by 4 times, and earned over a million new organic Instagram followers.

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An Unexpected Partnership

Melia Hotels International

An Unexpected Partnership

Meliá Hotels International, Spain’s largest hotel chain, operating more than 350 hotels in 35 countries and 4 continents worked with Gravity on the digital media business in the Americas with a...

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No Matter What You Call Her, Just Call Her

IDT

No Matter What You Call Her, Just Call Her

Since 2011, Gravity has led all consumer insights, media planning and more recently all creative for the low-cost international calling service provider cultivating strong brand preference among...

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