Case Study: Revitalizing the PR and YouTube Series for Peak Performance Coach Eric Faro

Client: Eric Faro - Peak Performance Coach
Project: PR and YouTube Series Production featuring MMA Champion Cris Cyborg
Industry: Sports Performance, Media Production
Role: Communications and Marketing Adviser

Background
Eric Faro, a respected Peak Performance Coach for MMA fighters, embarked on a project to create a high-impact YouTube series featuring MMA Champion Cris Cyborg. Given Cyborg's extensive following and the anticipated high viewership, the series was expected to perform exceptionally well. However, initial results fell short of expectations, leading Eric Faro’s team to seek my expertise in revitalizing the project.

Challenge
The primary challenge was to turn around the underperforming YouTube series, which had not achieved the anticipated viewership despite Cris Cyborg’s significant social media presence. The goal was to enhance the series' reach and engagement, leveraging Eric Faro’s reputation and Cyborg’s following to maximize impact.

Solution
Revised Production Strategy: I introduced a new production approach for the web series, focusing on creating more relatable and engaging content. This included revising the content format and enhancing pre-production processes to better align with the target audience’s interests.

Pre-Promotion Strategy: To build anticipation and generate buzz, I developed a pre-promotion strategy that included teaser content and strategic announcements across relevant platforms.

Promotion Strategy: I executed a robust promotion plan using solely organic content. This involved cross-promotion within community groups related to MMA across the web, leveraging Cris Cyborg’s and Eric Faro’s social media channels to drive traffic to the series.

Post-Promotion Strategy: After the series launch, I implemented a post-promotion strategy to maintain momentum. This included follow-up content, audience engagement activities, and additional cross-promotional efforts.

Media and Brand Rebranding: Alongside the series, I worked on securing media placements for Eric Faro in prominent news publications in both America and Brazil. Additionally, I undertook the rebranding of Eric Faro's brand, DNA Method, to better reflect his evolving image and position him effectively in the market.

Results
Increased Viewership: By implementing the revised strategies, I was able to increase the YouTube series' viewership by 90%, significantly improving its performance and reach.

Enhanced Engagement: The series saw higher engagement levels through organic promotion and effective use of community groups related to MMA.

Book Deal Secured: The project led to securing a book deal for Eric Faro, further extending his influence and presence in the sports performance industry.

Media Coverage: Successful media placements in American and Brazilian news publications raised Eric Faro's profile and promoted his brand effectively.

Brand Rebranding: The rebranding of DNA Method helped realign Eric Faro’s brand with his current market positioning and goals.

This project underscores the importance of a tailored and strategic approach to media and promotion. By revitalizing the YouTube series with a new production strategy and comprehensive promotion plan, we not only boosted viewership but also enhanced Eric Faro's overall brand presence. The successful media placements and book deal illustrate the impact of well-executed PR and marketing strategies in achieving significant results.