Global haircare and grooming brand, Remington, is in its first full year of a global partnership with Manchester United as the club’s Official Electrical Styling Partner.
At the start of the 2018/19 season, we helped the brand launch a range of co-branded products by surprising fans visiting the Megastore at Old Trafford with free styling sessions, hand engraving and the opportunity to meet MUFC legend, Denis Irwin.
To further raise awareness of the partnership and boost sales ahead of the Christmas gifting season, we used the first matchday in December, when the Red’s faced Aston Villa on Sunday 2nd December, to activate to the 74,000 MUFC fans in and around Old Trafford.
The day before the game saw us set up in the Megastore with free product engraving, giving fans the chance to personalise their Christmas gifts. Each purchase was also rewarded with a VIP card giving the fans priority access to the activation taking place the next day.
On match day, we set up a unique activation zone outside the Sir Alex Ferguson Stand – a branded structure which hosted a variety of activities to engage fans and raise their awareness of the partnership. From free styling and cuts, free laser engraving and a social activation pod where fans could meet club legend, Wes Brown! Importantly, a full display of the co-branded products was made available for purchase on the day.
We also made sure fans around the stadium knew about the activation, with four brand teams engaging with match-goers throughout the day.
With United legend Wes Brown in the activation area, we arranged for a series of media interviews to help promote the partnership. These saw him find out if he’s naughty or nice with talkSPORT, discuss the team’s performance with Manchester Evening News and chat to MUTV about his predictions for the game.
The results? We were seen by an estimated 45,000 fans due to the branding at the stadium with meaningful direct engagement to over 350 fans inside the pop up, with a collective social media reach of over 982,400 (including 203,000 interactions with the Remington social post advertising the event) and potential collective media reach of over 1.3m – all of which contributed to a 260% sales increase!