Juventus FC: Stupendus

Driving U.S. Market Expansion Through Social-First Activation

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Concept, Creative Direction, Copywriting, Video Direction and Creation by Ted Johnston

The Problem

Juventus needed to increase brand awareness and fan engagement in the U.S. market, where recognition of the club remained limited despite its global success.

The Solution

• Developed a social-first activation strategy introducing Juventus to new U.S. fans
• Simplified brand entry through culturally accessible storytelling and digital engagement
• Connected online engagement to live U.S. tour activation events
• Leveraged Juventus’ global social channels to amplify reach and sustain engagement

The Result

• Increased global brand popularity from 56% to 79% within 12 months
• Drove exponential engagement across social and live event platforms
• Generated sustained global amplification via owned media channels
• Extended Juventus’ presence into the U.S. market through digital and experiential integration

The Impact

Strengthened Juventus’ position as a culturally accessible global soccer brand, accelerating U.S. market engagement and long-term fan acquisition through a connected digital-to-live experience system.

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Fan Hype Video

This hype video was used to celebrate and expand upon the success of Juventus FC by getting American soccer fans more emotionally involved with the team. Sports is as emotional an experience as there is in advertising, and using this as Direct Response TV ads generated a huge lift in fan participation through social media and consumer word-of-mouth efforts.

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Case Study and Results

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Let’s Create Something Great!