Manchester City turns Pep Guardiola’s farewell into a digital success with 163 million views
Manchester City organized a series of content to mark Pep Guardiola’s departure. The digital strategy generated more than 163 million views combined between Instagram and TikTok. The club published 31 pieces linked to the topic on official profiles in English. The volume and planning turned the farewell into one of the main recent cases of engagement in football.
The action brought together behind-the-scenes videos, testimonials and re-edits of memorable moments. The focus was on the club’s official profiles. The campaign activated memories of Guardiola’s arrival in 2016 and highlighted the titles won over a decade. The material also connected sponsors and explored different formats to maintain the pace of publications.
Campanha gathered 31 official publications
The recent mapping showed 16 videos on Instagram and 15 content on TikTok. Instagram has accumulated over 94.6 million views for these materials. Já TikTok recorded over 69.3 million impressions. Esses numbers confirm the global reach of the action coordinated by the club.
- 16 videos on Instagram with 94.6 million views
- 15 posts on TikTok with 69.3 million impressions
- Total above 163 million between both platforms
- Ênfase on official English-language profiles
The planning included publications with a defined purpose. Algumas reactivated old memories. Outras highlighted collective achievements. The sequence helped to expand the follower base and reinforced the club’s image in the digital environment.
Pep’s Taxi reappears as centerpiece
One of the highlights was the new version of “Pep’s Taxi”. The original 2016 activation showed Guardiola surprising young fan Braydon Bent. Dez years later, the two met again in the car. The reunion ended in a room with trophies and revived the question asked the first time about where the cups would be kept.
The video gained strong repercussion. Ele surpassed 12 million views on Instagram and 15.5 million impressions on TikTok. The contrast between initial expectations and the results obtained sustained the emotional tone. The piece served as a narrative anchor for the entire series of tributes.
Patrocinadores participate in the narrative
Etihad Airways and Puma joined the campaign. Puma released a thank you video with the message “Broken records. História rewritten. Obrigado, Pep.” Esse content has reached over 1.5 million views on Instagram and received tens of thousands of likes.
Guardiola also recorded a direct message to fans. No Instagram, the material exceeded 17.1 million views and received more than 940 thousand likes. On TikTok, the same piece registered more than 5.6 million impressions and around 925 thousand likes. The club’s base, with 56.1 million followers on Instagram and 36.3 million on TikTok, boosted its reach.
Despedida Drives Follower Growth
Desde the official announcement on May 22, Pep Guardiola’s personal profile on Instagram gained over 94 thousand new followers. The number represents around 2.9 times the growth recorded in the previous 11 days. The club also saw an increase of approximately 64 thousand followers on the network in the same period.
The sequence of content sparked additional interest. Storytelling based on real moments and trophies won worked as a tool to keep engagement high. The case illustrates how clubs can use important transitions to strengthen their digital presence.
Números highlight global impact
The calculated operation explored different angles. Houve space for emotion, achievements and connection with the fans. The final result shows that Pep Guardiola’s farewell was not limited to the field. Ela has also established itself as a successful movement on online platforms.
