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Gordon Young
Editor-in-chief at The Drum

Footasylum commissions influencer series to appeal to its core consumers

FA Unlocked sees internet celebrity KSI tackle outrageous challenges.

Footasylum, the streetwear fashion and sports retailer, has launched the second run of its hit ‘FA Unlocked’ YouTube series, commissioning MediaCity’s Chief to create and produce 8 episodes running from November 11 to December 30.

Originally conceived to launch the brand’s loyalty app, the series has delivered beyond downloads and demonstrated that when there is a strong brand fit and genuine following, using influencers to entertain and, to a degree, inform can have a huge and immediate impact.

FA Unlocked sees KSI, the internet celebrity, YouTube personality, comedian, actor, rapper and white-collar boxer as well as other high-profile entertainers faced with outrageous challenges, including being chased by a ‘Sportswear Wolf’ and plunging their heads into a tank full of fish.

With over 19 million subscribers on YouTube, KSI has helped pushed the retailer’s YouTube audience up in just a few short months from 7k to over 35k subscribers averaging a million views a month.

Howard Tattersall, Footasylum senior marketing manager, said: “Figures aside, the audience reaction has been overwhelmingly positive – they love what we are doing and are asking for more. Through our creative output we’re strengthening our relationships with key partners, and with our core audience. Our YouTube channel is making Footasylum part of our core consumer’s lives when they’re not shopping.”

Karen James, sales and marketing director at Chief, commented: “Creating brand-funded entertainment is something we love doing. In Ben Tonge, you’ve got a director who can deliver unscripted comedy and work with high profile talent in a setting which isn’t entirely predictable. We are thrilled that Footasylum are seeing the views, clicks, reach, downloads and ultimately customer engagement that they are looking for.’

Established in 2005, Chief has produced over 1000 films and is one of the largest independent production companies in the country, with its own 7000 sq. ft. studio, permanent crew and full in-house post facilities.

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