CASE STUDY: CR7 DENIM
Global Launch of Denim Collection by Cristiano Ronaldo
Global sourcing and manufacturing leader, Uniti Fashion, came to AMP3 with the task of launching its first ever consumer-facing brand: CR7 Denim. It didn’t hurt that the line was by none other than Cristiano Ronaldo, also known as an international soccer star and the most followed male celebrity on social media with over 296 Million followers worldwide. The challenge was to build Cristiano’s reputation and credibility in the fashion world, and to launch the collection as an accessible brand, inspired by his way of life and made to be lived in.
AMP3 PR came on board pre-launch to build out all press materials and create a buzz with the long lead media. We hosted a press day at the New York City based showroom to preview the collection to top men’s fashion editors, influencers and stylists, in order to line-up media coverage for the official launch date. From there, we built out a calendar of dates surrounding each new drop, the debut of the Fall/Winter “Future of Denim” Campaign, and the subsequent launch of CR7 Junior (a children’s collection inspired by and starring Cristiano’s son “Junior”).
Capitalizing on his celebrity, we were able to get creative in offering each press outlet exclusive interview and photo opportunities, generating unique angles and attracting interest from all of the top publications. The strategy was to continually build new buzz in the media in several leading markets around the world including the U.S., U.K., France, Italy, Germany, Spain, South Africa, Asia, and more.
Simultaneously, we spearheaded an influencer campaign, to further put the collection in front of the brand’s target consumer, with an emphasis on Instagram and YouTubers who were tasked with showing the movability, flexibility, and comfort of the collection–a core point of differentiation that was extremely important to Cristiano himself.
Pre-Launch & Launch features in all of the key fashion, celebrity and business media including: WWD, MR Magazine, LA Times, GQ Italia, PEOPLE Magazine, Hombre Magazine, The Observer, FHM, Miami Herald, DuJour, Forbes, InsideHook, Just Jared, MAXIM, Men’s Fitness, The CUT, and The New York Times resulting in more than 1,273,409,190 media impressions
Coverage of “Future of Denim” Campaign Launch in Dolce Magazine, Distinct Homme, Labeling Men, Just Jared, Vibe, The Daily Mail, Glamour, E! Online, and more resulting in more than 630,684,630 media impressions
Coverage of the launch of CR7 JUNIOR kicking off with an exclusive in PEOPLE Magazine, and followed by Page Six, Hola.com, Vanity Fair Espana, Just Jared, TMZ, The Sun UK and others, resulting in more than 47.2 million media impressions
Global Launch Coverage of the CR7 Denim line in: ELLE Spain, L’Officiel Hommes, VOGUE, HypeBeast, InStyle, GQ Portugal, Vogue Deutch, Star Magazine UK, Hollywood Reporter, Grazia, Viva, and more, leading to over 1,264,789,820 media impressions.
Influencer collaborations including top instagrammers like @christianbendek (122K) and @frankodean (156K) and YouTubers like @harrisonnevel (204K) and @jakedaniels (259K) for a total cumulative reach of over 1.4 Million
TOTAL launch campaign media impressions = 3,316,177,347 (over 3.3 Billion)