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.
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.
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.