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Chicharito Signing

To announce the signing of Javier “Chicharito” Hernandez, Skylark created and executed a cross-functional plan which emphasized Javier Hernandez’ signing with the LA Galaxy through targeted marketing, effective public relations and a robust content and social plan to meet revenue goals across ticket sales, merchandise and partnerships while reinforcing the LA Galaxy’s brand position as an elite club, with elite players that represents the winning culture of Los Angeles.

In the announcement video, Skylark wove together Los Angeles and Mexico, with a script reading by celebrity Mexican actor Eugenio Derbez and visuals captured across East Los. The theme we chose for the video was inspired by an old interview-turned-meme of Chicharito. When speaking about Mexico’s appearance in the coming 2018 World Cup, he told David Faitelson to “imaginémonos cosas chingonas.” Imagine crazy (badass) things.

  • The campaign included: 
    • Viral announcement video 
    • PR and Communications Strategy
    • Paid media campaign
    • Merchandise development 
    • Integrated social and digital content assets creation
    • Celebrity welcome videos 

The announcement yielded over $300M in estimated ad value and over 155,000 social posts.