Overview
This project combined strategic planning, creative content production, and campaign execution to build Aleksander Aamodt Kilde’s presence in China. Partnering with WWP and aligning with Syngenta’s sponsorship goals, we navigated a multi-phase approach that emphasized resilience, athleticism, and sustainability.
Strategy and Execution
Tasked by partner agency WWP, we developed a comprehensive plan to build skier Aleksander Aamodt Kilde’s presence in China. The strategy followed logical steps:
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Initial Connection: Leveraged Kilde’s injury period to showcase relatable lifestyle content, featuring him starting a home garden. This highlighted resilience and aligned with Syngenta’s focus on sustainability.
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Rehabilitation Focus: Transitioned to content depicting his rehabilitation process and the harvesting of his garden, emphasizing determination and healthy living.
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Athletic Training: Shifted to engaging training and sport-specific content to position Kilde as a dedicated sports athlete and build anticipation before the Winter Olympics.
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Climate Advocacy: Post-Olympics, positioned Kilde as a climate advocate, connecting with experts on sustainability.
This roadmap aligned with the sponsorship goals and strategically built his multifaceted image.
Content and Campaigns
Our approach began with relatable lifestyle content, featuring Kilde’s home garden project during his injury recovery, promoting healthy living and sustainability. We then shifted to his rehabilitation and athletic training, producing over 50 engaging videos and photo content tailored for the Chinese audience. Campaigns included interactive incentives, media interviews, and online meet-and-greet events.
Conclusion
The project successfully positioned Kilde as a well-recognized athlete in China, achieving over 150,000 followers. Beyond reach, it inspired many consumers to engage in winter sports and significantly increased Syngenta’s brand awareness. This success was made possible through seamless collaboration with WWP and effective, localized content execution.