A brand ambassador and content-creator collaboration campaign that went ballistically viral, garnering 24 million views (and counting) on Youtube, and remaining “evergreen” for years after.

In 2021, I was contracted by UK/Portugal-based mobile video game company, Miniclip. The six-month consulting Creative Director position saw me working across a number of their flagship games – most notably 8 Ball Pool, Ultimate! Golf, and Mini Football, among others – helping to guide the company in terms of branding and branded content for both their main brand, and their games in general. Aside from writing, producing, conceptualising and overseeing content of numerous types, I also worked as a the liaison/touchpoint to several of their external agencies, suppliers and content creators.

One particularly exciting campaign I helped conceptualise, plan and execute, was the inclusion of Brazil and Real Madrid football legend Roberto Carlos; both as an in-game character and brand ambassador for Mini Football. To leverage and amplify Roberto’s involvement, we ran a multi-channel campaign, which included collaborations with numerous influencers and content creators, both in the gaming and football spaces.

A particularly successful example of this was having Roberto appear as a guest on an episode of F2Freestylers; one of Youtube’s biggest freestyle/trick football channels. During the episode, Roberto taught the Freestylers how to replicate his famous “Impossible” free kick goal, and other signature moves involving his legendary spin-based ball-curling technique. Of course, we also made sure they played Mini Football together too; discussing the game, performing in-game challenges, and exploring the game’s features.

The video went massively viral, ultimately garnering 24 million views (at time of most recent post update, July 2024) – a number well over 100% of the channel’s already impressive 14 million+ subscriber base. The video continues to generate views and strong publicity for the game almost three years after going live in September 2021.

As a lifelong football fan, it was very cool to get to conceptualise, plan and script content for Roberto Carlos, who turned out to be a really lovely, easy going guy. It’s also been very cool to watch a piece of content go truly viral on a global level, remaining “evergreen” enough to continue to gain views, years after first going live.