In December 2019, Chelsea became the first Premier League club to successfully take a digital short-term brand partnership proposition to market, helping Duracell promote its Power Bank mobile chargers in a new way to a primarily under-30 audience.
For Duracell – who had not signed a partnership with the sports rights-owner in three years – a short-term partnership was the perfect fit: 51.1m of Chelsea’s 88.8m social following was under-30 (58%), and Duracell was looking to amplify an advertising campaign – promoting its Power Bank product – running on Amazon’s Premier League broadcast debut.
Chelsea’s in-house content team conceived and produced a branded content video series featuring players, and distributed it across: Chelsea’s social channels; the players’ social channels; and display advertising on the club’s website, app and pre-roll video assets.
By the end of the week-long campaign, branded content engagements on Chelsea channels reached 429k (vs 350k target), while video views hit 2.2m (target 2m). GWI analysis found uplifts from the Chelsea fanbase in Duracell’s purchase likelihood (+12%) and brand consideration (+11%), while positive sentiment to Duracell increased for Chelsea fans by +13% (vs +7% for sports fans).
In the week following the activity, sales of Duracell’s Power Bank on Amazon increased ten-fold, while searches for Duracell and Duracell Power Bank increased by 40% and 50% respectively during the period.
For Chelsea, the partnership generated hundreds of thousands of incremental revenue – complementing existing sponsorship
