CASES

MILITEC 1: More than fans, lovers

While many brands relentlessly seek new customers, MILITEC 1 looked inward and recognized its greatest treasure: a legion of fans who already loved the product.

We understood that loyalty deserved to be celebrated, and so our work was to transform this spontaneous affection into a movement, reciprocating the passion with a unique and personal treatment.

A case study on how to transform fans into true ambassadors that you can check out in this video.

Specialties in this case:

of people reached in a completely organic way

Visual identity for the MILITEC 1 "Lovers" campaign, with the design highlighting the concept of being "More than fans".

Scene of a couple inside a car, forming a heart with their hands in the MILITEC 1 campaign.

AWARD-WINNING CASE

ABEMD Award

Challenge

MILITEC 1 already had an online community with a legion of loyal fans, but this potential was not being strategically leveraged, and interactions were superficial. The challenge was to create a customer relationship program that went beyond the digital realm, deepening ties and transforming passive followers into true and active brand ambassadors.

Idea

The solution was the creation of the “More Than Fans, Lovers” program. We curated our followers to identify the most engaged and surprised them with exclusive kits. The integration of online and offline channels was the heart of the idea: each “Lover” received products, gifts, and the most important item: a handwritten letter. This personal and unexpected gesture generated a wave of organic content and strengthened the emotional connection with the brand.

Main results

Over 10 million people reached entirely organically.

Creating a group with over 400 brand ambassadors, our "Lovers".

Hundreds of spontaneous posts and reviews generated by participants.

Transforming a one-off action into an ongoing relationship program.