Chicharito Signing
To announce the signing of Javier “Chicharito” Hernandez, I created and executed a cross-functional plan which emphasized Javier Hernandez’ signing with the LA Galaxy through targeted marketing, effective public relations and a robust content and social plan to meet revenue goals across ticket sales, merchandise and partnerships while reinforcing the LA Galaxy’s brand position as an elite club, with elite players that represents the winning culture of Los Angeles.
To announce Mexico’s all-time leading scorer as an LA Galaxy player, the club put together a viral video, launched paid media assets (including OOH, radio and digital), crafted new merchandise, built integrated social and digital content assets, celebrity welcome videos and secured earned media through local, national and international distribution and impactful PR.
In the announcement video, we wove together Los Angeles and Mexico, with a script reading by celebrity Mexican actor Eugenio Derbez, while upping our production and visuals captured in East Los with animated subtitling from Case Jernigan over an audio track from a local producer. The theme we chose for the video was inspired by an old interview-turned-meme of Chicharito. When speaking about Mexico’s appearance in the coming 2018 World Cup, he told David Faitelson to “imaginémonos cosas chingonas.” Imagine crazy (badass) things.
The announcement yielded over $300M in estimated ad value and over 155,000 social posts.
