Client

Bayer 04 Leverkusen

Objectives

  • Increase brand awareness of Bayer 04 Leverkusen in the area of internationalization for the core market USA

Tasks

  • Implementation of PR activities in the US and Mexico
  • Acquisition of international testimonials and ambassadors
  • Planning, organization and implementation of PR measures and side events
  • Daily editing of social media channels (also on weekends) including content creation
  • Coordination of international press relations
  • Organisation of media meetings
  • Organisation of interviews with players
  • Launch of the Twitter account for Bayer 04 Leverkusen
  • Press Release Distributed
  • Heiko Herrlich profile translated
  • Newsletter distributed
  • Media meetings in New York City
  • Launch a giveaway on Facebook and Instagram to get followers
  • Acquisition of activation measures at US sports event (NBA)
  • Press releases: Countdown to US trip, Here we Come Florida! Bayer 04 Leverkusen lands in Orlando to Compete in Florida Cup 2016
  • Organisation of a Round Table (dinner with US media representatives in Orlando)

Target Groups

  • General Public
  • International Media

Results

  • Creation of a higher brand perception in the USA
  • Significant increase in the number of followers on the Social Media channels of the association
  • Outreach to over 100 U.S. & English-language media in 2016-17 about Bayer 04 Leverkusen building its international brand
  • Facebook: 841 new Fans, 37.986.422 Impressions, 321.911 interactions
  • Twitter: 13.275 new Fans, 13.293.943 Impressions, 56.858 interactions
  • Instagram: 2.983 new Fans, 3.960.900 Impressions, 275.158 interactions

Units Involved