#DEFINITELY
NOTWATCHING
BASKETBALL

Overview: 

As an amplification extension of the above-the-line campaign, I developed a content strategy with influencers, creators, and athletes to support the campaign messaging through contextually relevant social media, partners, and influencer activations.

Goals & Objectives:

  • Increase awareness for the campaign 

  • Drive engagement & conversation 

  • Leverage creators to produce unique content 

  • Test NIL activations 

Talent Leveraged:

  • Annie Agar

  • Frankie LaPenna

  • Angel Reese

  • Kenny “The Jet” Smith

  • Bryce Young

  • Gritty

  • Bugha

Results: 

  • 28.4M+ Impressions 

  • 23.6M+ Video Views 

  • 32.2% Avg. Engagement Rate (above benchmarks) 

  • 99.4% Social Love Score (internal client metric) 

  • Winner of Multiple Industry Awards