Scoring 19 pieces of coverage for MysteryFootball with retro AI football kits


MysteryFootball helps fans fall in love with the beautiful game

MysteryFootball is one of the leading retro football shirt suppliers. As well as selling shirts from years gone by, they also offer customers the chance to purchase a mystery shirt which is a fun, exciting way for enthusiasts to grow their collection.

The Brief

Stand out in an industry dominated by big players

The popularity of retro football shirts has increased in recent years with many companies leveraging the convenience of eCommerce to become established players. MysteryFootball wanted our teams to collaborate to create something unique to grow their brand identity in time for the 2024 Euros.

Our Approach

A real team effort to create something truly eye-catching

After an ideation session, we used the AI image generator Midjourney to design 12 new shirts from the biggest and best-known national teams across Europe.

Our creative team prompted Midjourney to use each country’s flag colours as inspiration and create retro designs with a modern edge.

While 24 teams are competing in this summer’s championships, we chose to redesign just 12 teams’ kits to keep the overall press release concise.

The shirts that Midjourney designed had a retro feel to them which was an important element of the campaign as it allowed us to create an obvious relevance between these AI-designed shirts and MysteryFootball’s products and target keywords.

After selecting the images we wanted to use, our content writers got to work creating a blog post for MysteryFootball’s site that showed off the shirts and explained the process behind creating them.

Once our content was live, it was time for our Digital PR team to outreach the campaign to relevant publications and newspapers via press releases.

Aware of what journalists want to see from this type of content, our PR experts created something that had the necessary news hooks and headlines which are irresistible to publications looking for great content and campaigns.

By writing in the style of a journalist we ensured we gave the story the best possible chance of being picked up and published. We built a bespoke, well-researched media list – with the ideal target being national press and football-related news sites. Then, we started out reaching.


Success worthy of a trophy

The campaign gained 19 pieces of coverage and nine links in the UK and Europe, with an average domain authority of 69/100.

It was covered in news and lifestyle publication Reader’s Digest. This site has a DA of 73, and the story included two follow links – one to the blog content, and one to the homepage. It was also picked up by The Sun and the Daily Star.

In France, it was covered and linked to on Yahoo! News, and RMC Sport – with a follow link from the latter. It was also picked up by publications in Germany and Belgium., which has close to one million followers on Instagram, also posted the campaign to their account – drumming up lots of user engagement.

  • 11

    Links to MysteryFootball from places such as The Sun and Yahoo!

  • 23

    MysteryFootball's domain authority after the campaign went live, increasing from 11

  • 69

    Average domain authority of all the sites that covered the campaign

  • 97

    Unique backlinks have been created since the campaign launched in February

Access Embryo’s first team and enjoy great coverage

No matter what industry you’re in our PR team works diligently to understand the publications that are relevant to your brand and your target audience. Using cutting-edge technology and the latest industry insights we’ll work to create campaigns that people can’t help but read.

quote left

Embryo's innovative approach and clear communication made them the perfect partner for us in our Digital PR journey through our AI Retro Football Kit campaign. Their expertise drove extensive coverage, increase in website traffic, brand awareness and impressive sales growth. From start to finish, Embryo exceeded our expectations, and we're excited to continue our successful collaboration, and we are now planning more digital PR Campaigns as we move towards Euro 2024

Matt Cole, Company Director, MysteryFootball


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