The Power of Football
Friday night lights: the aroma of popcorn and hot dogs, the echoing notes of the marching band, the brisk embrace of a cool autumn evening. High school football is more than a game; it's a tradition, a community, and a brotherhood.
In response to the NCAA's decision to schedule collegiate games on this time-honored high school football night, the Power of Football campaign was born.
The premise of this campaign was simple, shine a spotlight on six high school programs from across the nation, revealing their unique stories and cherished traditions. Our mission was to let these programs tell their tales in their own words, through captivating video vignettes and compelling photography that revolved around three pillars: community, brotherhood, and tradition – everything but the Xs and Os.
Custom posters, social media graphics and sizzle reels were created for each school to share and promote within their respective communities to help get the word out on the campaign and generate excitement around each school's football season.
As we wove this campaign together, our aim was clear: to ignite a fervor of excitement and engagement, not only within local football communities but far beyond.
But we didn't do it alone. Our campaign found invaluable support and camaraderie through key partners, including the National Federation of State High School Associations, Nebraska Coaches Association, Oregon Athletic Coaches Association, Indiana Football Coaches Association, and the NFL.
The results were nothing short of extraordinary. Our campaign exceeded our internal KPIs by a staggering 500%, underscoring the profound influence of the sport we hold close to our hearts and the unity it fosters in our communities.
NOTE, this campaign was created during employment at USA Football.
Details
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.
Power in Motion
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.
