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Romantic entrance: How Joop! Homme entered Esports


Thassilo von Bierbrauer

At the end of 2019 Joop! Homme wanted not only to continue to establish themselves within the German market but to engage as well with a new, much younger target group in comparison to their original group of rather well-suited, middle aged customers.

Hence, Joop! Homme turned towards a so far unexplored marketing strategy to enhance their presence within the mind of the aspired customers: Joop! Homme chose Esports.

The goal was to attract German urban men, between the ages of 20 and 35, making a partnership within esports an obvious choice – since most esports fans are predominantly male, young and live in urban centers. 

Since Joop! Homme wanted to focus on the German market, a partnership with SK Gaming, Germany’s most prominent esports organization, made sense. SK Gaming has a variety of teams, ranging from League of Legends to FIFA, giving Joop! Homme diverse reach within the esports community. 

Given these circumstances, the global sports marketing agency Lagardère Sports, which is the comprehensive partner of SK Gaming, paved the way for an outstanding partnership between the brand and the Esports franchise. After that SK Gaming, Joop! Homme and Lagardère Sports put their heads together and came up with an overall authentic and fitting campaign, entailing various activation measures.

Joop! Is a German luxury fashion house established in the 80’s with women’s and men’s clothing lines, as well as various fragrances. It is ranked within the top 10 brands in Germany, Joop! Homme being one of it’s main pillars.

What did the campaign entail?

Focus subject: Valentine’s Day – with a humorous, yet classy, touch! Ten SK Gaming players participated in a professional photoshoot, acting as models for the Joop! Homme fragrance. Their pictures depicted the players in luxurious suits showing off the pink bottle of Joop! Homme.

These pictures were posted on their respective social media channels around Valentine’s day. SK Gaming also announced a raffle which included several Joop! Homme products as well as SK Gaming memorabilia, e.g. SK
Gaming sweatpants and SK Gaming t-shirts. This sweepstake was shared all over SK Gaming’s social media channels as well as the players personal profiles as well. 

To further engage fans with the brand and product, SK Gaming posted a behind-the-scenes video onto their YouTube channel, giving fans an insight into what actually goes into a professional photoshoot. 

This behind-the-scenes video was teased by each SK Gaming player through individual teasers showing off their personalities and colours. These teasers added a very personal touch to the campaign and created a bridge between the players, fans and Joop! Homme. 

Talking numbers

Overall the Valentine’s campaign, including the behind the scenes footage, garnered over 1 million impressions with over 89,000 engagements as well as over 20,000 views. This resulted in an engagement rate of 8.3% based on the relation of engagements and impressions. 

Fans interacted with the posts, some even stating that they’ve already gone out and bought some of the Joop! Homme fragrances thanks to the partnership. The players were praised for their polished looks and created an engaging story. Being able to see them outside of their usual SK Gaming uniform. 

The campaign had the highest engagement rate of any other campaign SK Gaming had done before and gathered much community feedback. Fans became aware and engaged with Joop! Homme, creating a new image for the fashion brand and letting them interact with their preferred target group. In the end, Jens Wundenberg, summed it up perfectly:

“Our Valentine’s Day campaign with JOOP! Fragrances proved to be a unique opportunity for our players to embrace their inner James Bond and turned out to be an enormous success by all accounts. Audience reach, engagement and sentiment exceeded our expectations and we are looking forward to taking this partnership to even greater heights.”

Jens Wundenberg, COO of SK Gaming

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