Chelsea FC #LukWhosBack Fan Engagement Campaign Celebrates Lukaka Resigning

On 12 August Chelsea FC rolled out a player-specific fan engagement campaign celebrating the resigning of striker Romalu Lukaka called #LukWhosBack.

The PR, social, digital and in-house TV campaign spanned multiple content pieces and sought to build buzz at the start of the new Premier League 2021/22 season, boost the club’s social following and drive viewers to the club’s online kit and merchandise platforms.

Spearheaded by a hero spot called ‘Romelu Lukaku Is Back In Chelsea Blue’ posted across the club’s social and digital channels, the creative celebrates the attacker’s return to the club with the copy “He’s home! Romelu Lukaku has today officially re-joined Chelsea from Inter Milan. Excited, Blues fans?”

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Supporting the lead video, the campaign and its hashtag extended through supporting content ranging from wallpaper, to the club’s new kit promotions, plus Chelsea TV interview promotions and various other social pieces.

Fancy a new wallpaper?

@RomeluLukaku9 #LukWhosBack pic.twitter.com/Hxti6WnaND

— Chelsea FC (@ChelseaFC) August 12, 2021

Looks good, doesn't it? #LukWhosBack pic.twitter.com/rP1vYVFY2s

— Chelsea FC (@ChelseaFC) August 16, 2021

It's here!

A first chat with @RomeluLukaku9 after his return to the club! #LukWhosBack

— Chelsea FC (@ChelseaFC) August 16, 2021

Love this!

@RomeluLukaku9 #LukWhosBack pic.twitter.com/UpDZqZz1uO

— Chelsea FC (@ChelseaFC) August 16, 2021

In his own words. #LukWhosBack pic.twitter.com/91dPqKMYqe

— Chelsea FC (@ChelseaFC) August 12, 2021

Outcome:

According to Chelsea Head Of Publishing Simon Meehan, the campaign reached 50m people, generated 7m engagements and 18m video views.