Zlatan Ibrahimovic Parfums Print, Film, Digital Zlatan Sport by McCann Stockholm

Zlatan Sport

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Industry Perfumes
Media Print, Magazine & Newspaper, Film, Digital, Interactive & Mobile
Market Sweden
Agency McCann Stockholm
Creative Chris Lawrence
Production Omanovic Production
Released August 2018

Credits & Description

Media: Integrated
Category: Cosmetics & toiletries
Client: Amazing Brands AB / Zlatan Ibrahimovic Parfums / Zlatan Sport
Agency: McCann Stockholm
Production: Omanovic Production
Country: Sweden
Creative: Chris Lawrence
Digital creative: Johan Mott
Account Director: Peter Kamstedt
Digital Director: Johan Eklund
Digital Planner: Emil Esselin
Account manager: Cajsa Correa
This campaign was a joint agency effort between McCann Stockholm and Scandinavian Design Group (Stockholm), part of the McCann Nordic network.
Based upon Zlatan Ibrahimovic himself and the notion that grooming or beauty routines are about creating the best version of ourselves, we launched the Zlatan Sport grooming range under the concept of The Right Routine.
As a mobile & social first, integrated campaign, our creative approach began with mapping out an intricate web of assets that checked various boxes in regards to platforms and formats – all of which could be derived from a single half day production. Most importantly, each asset had to be unique, taking a micro native content approach rather than simply publishing the same content in multiple places.
The result was a multi-faceted campaign that spanned both pre and post launch phases, and which provided ample amounts of content to satisfy Zlatan’s personal channels, brand owned channels as well as retail and PR outlets.
This campaign was live for 6 weeks, excluding influencers & ongoing content & PR initiatives, and included the following platforms and media touch points (see attached visual).
*Results are still being aggregated, but organic views on social alone are at 6,000,000+ and entirely earned / zero ad spend behind.