The Leonard Story
The Leonard Story, a content marketing campaign with heart. A collaboration between USA Football and the Chicago Bears, the focus of the campaign aimed to celebrate the incredible journey of two high school football coaches, Ken and Derek Leonard.
Building on the triumph of the "Power of Football" campaign, the Chicago Bears Community Outreach division turned to the USA Football marketing team to chronicle this unique tale of two dedicated coaches and cover the very first high school "crucial catch" game. Their story is a testament to the power of faith, the strength of family, and the enduring love of the game.
The campaign premise was to ignite social engagement and inspire the football community through captivating video and long-form blog content.
The results speak for themselves. With over 1 million brand impressions spanning across USA Football, local media, and the Chicago Bears, "The Leonard Story" has left an indelible mark, proving that in the world of football, heartwarming stories have the power to unite, inspire, and uplift.
NOTE, this campaign was created during employment at USA Football.
Details
Role:
Creative Director, Strategy and Project Lead, Execution, Copywriting
Media Created:
Video, Long Form Content
Promotional Channels:
Social Media, Email Marketing, Blog
Website:
www.usafootball.com/leonardstory
Campaign Partners:
Chicago Bears and local Springfield, IL media
Content Support
To help introduce and provide context to the 20-minute video, we created a blog to share within email marketing, social media, and affiliate partner spaces.
Ken Leonard shifts his weight slightly in a plastic orange chair, arms crossed over his chest.
“She would have hated this.”
The statement hangs in the air of the dim and still locker room. He flashes a slight smile, but his eyes hold most of his amusement.
They have a tendency of doing that when he talks about Liz.
“I outkicked my coverage when I married Liz.”
