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.
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January 15, 2011 (AFC Divisional Playoff) What a game to remember “3rd and 19” Antonio Brown catches a bomb from Roethlisberger to set up a late score to beat the ravens 31-24. 🤦🏽♂️ With the 1st @NFL game of the season against our rival Steelers on Sunday it’s going to be intense! Watch with me tomorrow as my Ravens beat up on the Steelers! Go Ravens!! BEAT The Steelers!! #BALvsPIT #ad (📷: AP images)