The NFL asked Influential to help drive tune in amongst avid fans for the 2018 season using Instagram influencers.

Our solve was to focus on insider knowledge of rivalries—things that you would only know from immersing yourself in the game.

I wrote and worked with influencers to develop reference-filled trash talk posts that were designed to “Poke the Bear,” provoking those from both sides of the aisle to engage and converse.

It did the trick. Successful posts from the campaign reached 100x higher engagement rates that benchmark measurements.

Here are some highlights.