KF Shkëndija played AC Milan during the 2017-2018 Europa League campaign, and the club made a short spoof film ‘introducing’ themselves to the Italian giants. The video makes fun of the two clubs' differences and similarities, whilst remaining respectful and building up excitement for the two games.


Secure coverage for the video

Increase reach and engagement of the video

Increase views of the video

Build excitement and anticipation for the KF Shkëndija vs AC Milan matches


Viral Seeding put together a strategy which consisted of outreach to relevant blogs and websites, placements on relevant high traffic websites and promotion of the video on YouTube.

Researching and putting together a list of target websites

Drafting an outreach template which included key campaign information

Setting up a promotion via Google Adwords

Individually contacting blogs and websites to sell in the story

Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video

Daily reporting and final project evaluation

Campaign Results

21 pieces of coverage secured, reaching over 23,000,000 monthly unique visitors

Coverage secured on large Football sites including Football Talk, Football Fancast and Football Italia

150k+ views achieved on the video

Highlights & coverage

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