Elevating the Fans.
Beyond Sunday, it's often the National Football League’s consumer product offerings, from t-shirts and hats to dog leashes and chili bowls, that are the most tangible manifestation of the rabid fandom the league engenders. With an ever-growing array of product offerings, the NFL came to us to help put its best foot forward to grow its fashion, “Homegating,” and other consumer product initiatives.
Collaborating with Tastemakers.
A world-class brand deserves world-class content. Each season we coordinated a lively blogger council with top influencers from around the country to create exactly that. This group generated content that reached millions of eyeballs, allowing us to seed and sell product, and amplify live events. These collaborations were so successful at driving engagement and sales, they became a case study for others to learn from.
Pinterest Kickoff
Working with the league, we strategized over the 2015 offseason about how to build and launch the NFL’s official Pinterest account. Helped by fashion icon Kristen Cavallari and football legend Dick Butkus, we debuted the account at the 2015 NFL Draft. With an all-hands-on-deck effort, we developed more than 2,000 pins for launch, including custom street-style photography, original “mocktail” recipes, team color palettes, gift guides, and more. Impressions were off the charts.
A Winning Formula.
With community growth as a top-level goal, we executed a comprehensive paid and organic social strategy that saw Instagram audience growth of 715%, and Facebook growth of 1,200%. Our paid advertising was iterative and localized, regularly beating industry benchmarks. Growth in impressions (>34MM annually), engagements, and site traffic followed.