the background: In 2016, Degree Men deodorant sponsored the NCAA March Madness for the second year in a row, giving the brand PR, social and digital rights and putting the brand in the middle of a nationally-relevant moment in time. But with so much conversation, how could the brand really drive awareness and, more importantly, sales?
the ask: Develop a socially-led campaign that leverages the NCAA March Madness tournament partnership to drive engagement amongst the difficult to engage 25-34 male target.
the idea: Whether it's the first game or the National Championship, #EveryMoveCounts. And any athlete will tell you their greatest motivation is the fans. Fan enthusiasm at the Big Dance is legendary. We partnered with Lightwave, a company that uses a bioanalytics to translate data into human insights, to quantify and visualize fan movement at key moments in the games through engaging mobile content. We partnered with Twitter for exclusive access to new ad products and pulsed out pre-planned as well as real time content for the duration of the tournament.
my role: Concept real-time content for the Elite Eight, Sweet 16 and National Championship social war rooms. Lead copywriter for all planned and real-time content.
If at first your don't succeed, dunk again. #Syracuse #FinalFour #EveryMoveCounts
The battle between #UNC and #Villanova isn't just on the court. #EveryMoveCounts #NationalChampionship
Swipe to see how #Villanova fans dominated excitement from beginning to end in the #FinalFour. #EveryMoveCounts
3rd time's not a charm, it's a streak. And #UNC fans are feelin' it. #NationalChampionships #EveryMoveCounts
#Syracuse fans know even if they're down, they're not out. #EveryMoveCounts #FinalFour