Power of Football
Role:
Creative Director, Strategy and Project Lead, Copywriting
Team Size:
Managed team of five, excluding freelance photographer and videographer
Media Created:
Video, Print, Digital, Web, Photography
Promotional Channels:
Social Media, Partner Marketing, Grassroots, Blog, Web Advertising, Retargeting and Display, Email Marketing, Print Advertising
Website:
www.poweroffootball.org
Campaign Development:
Planning and development took two months.
Campaign run time three months.
Campaign Brief
The Power of Football Campaign was created to celebrate the special place high school football has within a community and society.
The strategy of this campaign was two fold, one as a response to the NCAA’s decision to start playing collegiate level games on Friday nights (a night historically reserved for high school football) and another to counteract negative media attention placed upon the sport.
Premise:
Feature six high school programs from across the country and discover their unique stories and traditions. The focus was to tell their stories through their own words through video vignettes and powerful photography.
Goal:
Create user generated content and buzz within the football community and beyond through use of the campaign hashtag, #POWEROFFOOTBALL.
Partners:
Media partners for this campaign included the National Federation of State High School Associations, Nebraska Coaches Association, Oregon Athletic Coaches Association, Indiana Football Coaches Association, and the NFL.
Results:
The campaign exceeded internal KPIs by 500%.
video.
In addition to the main campaign sizzle reel, 42 vignettes and long-form videos were created to highlight each of the six schools within the campaign’s theme of Community, Brotherhood, Tradition, and Moments.
To view the entire campaign playlist, click here.
