The primary objective of the campaign was to highlight and promote the collaboration between MEYBA and The Beatles for their new football shirt design. The campaign aimed to create a buzz around this unique fusion of music and sports fashion, leveraging the iconic status of The Beatles and MEYBA’s heritage in football apparel.
Secondary goals included: Increasing brand awareness for MEYBA, Driving engagement and traffic to both MEYBA’s and The Beatles’ digital platforms, Strengthening relationships with key media outlets in the music
and fashion industries.
The overall strategy for the campaign was a combination of press and social media efforts designed to maximise reach and impact. The press strategy focused on securing coverage in high-profile music and fashion publications to reach a diverse audience.
On social media, the strategy involved partnering with influencers and creators who have a strong presence in both fashion and football communities. Content was crafted to showcase the new football shirt design, emphasising its retro aesthetic and connection to
The Beatles’ legacy.
A comprehensive press kit was developed, including press releases, high-resolution images, and exclusive interviews. Press materials were distributed to a targeted list of media outlets, followed by personalised pitches to key journalists. The campaign secured significant coverage, including features in Rolling Stone, NME, Earmilk, and Notion.
The social media campaign involved collaborations with TikTok creators known for their influence in fashion and football. Content included teasers, behind-the-scenes footage, and interactive posts to engage followers and create anticipation for the launch.
Throughout the campaign, several challenges were encountered, such as differentiating the collaboration in a crowded market. These were addressed through strategic messaging and leveraging the unique historical narrative of the collaboration.
Metrics of success included the number of press clippings, estimated audience reach, social media engagement rates, and direct feedback from media outlets and followers.
Estimated Viewership
117K
33.7M
Total Press Audience
1.4M
Accounts Reached
21
Pieces of press coverage
100K+
Social Interactions
Total Press Viewership
120K+
284,000
Average Influencer Following
For the MEYBA x Beatles collection launch, we orchestrated a targeted press campaign to maximise visibility and reach. We achieved 21 pieces of coverage with an estimated 117k views and a total audience of 33.7M. Key press pieces were secured in prestigious publications such as Rolling Stone, NME, Earmilk and Notion.
For the MEYBA x Beatles collection launch we teamed up with a selection of TikTok creators with both a fashion and football audience in order to reach the best demographic possible for.
The fashion creators were selected for their appeal to classic retro football fashion promotion as well as the vintage Beatles fan base provided. We also used a selection of football creators to reach a broader audience who recognise the MEYBA brand.
The MEYBA x Beatles collection launch stands as a testament to the power of strategic PR and social media campaigns in driving brand visibility and engagement. The collaboration’s success highlights the importance of leveraging cultural icons and crafting compelling narratives that resonate with diverse audiences.
Liberty Music PR’s innovative approach and meticulous execution played a crucial role in the campaign’s achievements, setting a benchmark for future collaborations and campaigns. Moving forward, the insights and learnings from this campaign will inform and enhance future strategies, ensuring continued success and growth for both MEYBA and Liberty Music PR.
