Following the success of 2020’s campaign with Panini and SV2, Viral Talent embark on another partnership to raise awareness of Panini’s Premier League Football Stickers. This time round, Panini’s key focus was achieving increased viewership in the UK within a shorter time period. Secondary to this they were keen to reinforce the branding to improve retention among the right audiences – boys aged 7-11 in the UK.

Viral Talent offered Panini a full 360-degree digital strategy to optimise viewership on YouTube. To kick off the campaign, we launched a 2-minute Trailer on SV2’s channel and a pre-roll advert simultaneously. The trailer was produced to firstly, promote the brand and secondly, promote the dedicated sponsored video scheduled to go live the following week. Short snippets of highlights from the dedicated video were added to the trailer to create a teaser of what was to come. The pre-roll advert utilised content from the trailer, and specifically targeted football related channels and channels which appeal to Panini’s key demographic. A week later the dedicated sponsored video launched which gave SV2 creative freedom to produce content in his native style that would attract his audience.

In just 3 weeks the digital activations planned by Viral Talent generated over 1.5 million organic video views with the content yet to mature; 40% of which were viewed via a Smart TV. The trailer achieved 66% average view duration and the full dedicated video averaged at 37%.

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