the facts




After securing its first contract with the Premier League, Panini were looking to create a buzz around the launch of its Collectible Premier League Football Cards. The aim of the release was to get a new generation of kids involved in collecting the cards, as well as this Panini wanted to market to adults who had grown up collecting old World Cup stickers. Panini briefed Viral Talent to appoint a content creator who could primarily reach boys in the UK aged between 7 and 11. The brand wanted trendy football content which could highlight the album and cards in an engaging way to the right audience.


The approach was to firstly identify an aspirational YouTuber over the aged of 18 who young boys admire and whose channel was focused on football content. Viral Talent selected SV2 - a 20 year old YouTuber from the UK with a predominantly UK audience. SV2's channel is dedicated entirely to football and he also regularly involves children in his videos. The team were keen to let SV2 have creative control over the content for the campaign, he was given the albums and cards and asked to produced 3 videos across the year as part of an ambassador role for the brand. Children were involved in filming too to engage the target audience.

To support the YouTube activation, SV2 also published content across his Instagram to raise further awareness of the launch and drive traffic to his videos and the Panini website. In addition to social activations, SV2 was also involved in filming for the promotional advert which was aired across sports channels in the UK including Sky Sports. This type of content was aimed towards targeting the older generation which Panini were also looking to reach.



The last sponsored video in the sequence was published in January 2021 on SV2's channel to complete the campaign. In total the sponsored content has generated over 9.5 million YouTube views and counting! The campaign was a huge success for all parties and Viral Talent are looking forward to teaming up with SV2 and Panini in the future; Panini were so impressed with the results of the ambassadorship that they have teamed up with Viral Talent and SV2 for a campaign for the European Champions 2021!

View all of the content from this campaign here:

First video published January 2020.
Second video published Aug 2020.
Last video published Jan 2021.


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