Project Overview
Client: Hummel
Campaign: Lucas Torreira Collection
Period: March–May 2025
Scope: Digital advertising for the collection launch
Objective: Increase collection awareness among football fans—especially Galatasaray supporters—and maximize reach with a multi-channel strategy
Campaign Structure
1) Audience
- Football fans
- Galatasaray supporters
2) Media Channels
- Meta (Facebook & Instagram)
- YouTube
- Display Advertising
- TikTok
3) Creative & Content Strategy
- Video-first approach with attention-grabbing creatives
- Performance-driven media planning optimized for high view-through rates
- Multi-channel communications to deliver both wide reach and strong engagement
Business Results
- Meta: 33.52% VCR (Video Completion Rate) → Above benchmark
- YouTube: 23.84% VCR → Significantly above industry average
- Display:
- 3.42M impressions
- 1M+ video views
- Overall: Achieved broad reach and high engagement with millions of impressions
- Impact: The campaign effectively reached the target audience and markedly increased collection awareness.
Minds2Lead’s Contribution
- End-to-end digital media planning, buying, and optimization for the Turkey launch of the Lucas Torreira collection
- View-through rates above benchmarks, delivering leading performance across platforms
- An emotionally resonant creative approach for football fans, with targeted messaging to Galatasaray supporters
- Active contribution to the collection’s popularity and uplift in brand awareness
