Creative Brief
In early 2010 Wilson Basketball launched a campaign called the Dream Team on Muxlim.com. The campaign focused on understanding,participating and observing trends in online conversations about basketball within the community across the Internet. The result not only provided valuable information about how to reachthis lucrative potential market but also had the effect of raising the percentage Share of Voice for the Wilson Brand of online communication among Muslimconsumers interested in basketball.
The campaign was designed to be thefirst in a three-step process of engagement to add real value to potentialcustomers’ online experience:
The Dream Team project did not try todirectly push Wilson advertising messages to the customer. It was specifically not religious in tone or action. The campaign focused on celebrating stories about Muslims playing in the NCAA basketball tournament and around the league as news. The Wilson brand was seen with each posts and share of the post to other networks like Facebook. During the month of the initial campaign, it started to become the easy place to findwhere the often buried stories about Muslim players were being highlighted. It became a positive destination for Muslim basketball lovers who both play and watch the game.
My Task
I was in charge of curating thecontent gathered from the internet, creating content publishing calendar,distributing these contents on various platforms, managing the social mediaactivity on a day-to-day basis, analyse the stats and drive the engagement strategyon relevant platforms, report the progress of the campaign to the client &management, manage the banner ads performance, liaising with the graphicsdesign team when designing the profile for the brand. Act as the go to personwith regards to getting full information regarding the progress of thecampaign.
Results:
- Above 54% of SM activities took place oncontents containing the Wilson brand
- Almost 99% of comments were made on contentscontaining Wilson brand
- Above 80% of the shared contents were made oncontent having the Wilson brand
- Higher CTRs were experienced on banners on dayscontents containing the Wilson band were posted.
- An increase in Share of Voice for the Wilson brand to 3.82% in one month from 0.016%.
In early 2010 Wilson Basketball launched a campaign called the Dream Team on Muxlim.com. The campaign focused on understanding,participating and observing trends in online conversations about basketball within the community across the Internet. The result not only provided valuable information about how to reachthis lucrative potential market but also had the effect of raising the percentage Share of Voice for the Wilson Brand of online communication among Muslimconsumers interested in basketball.
The campaign was designed to be thefirst in a three-step process of engagement to add real value to potentialcustomers’ online experience:
The Dream Team project did not try todirectly push Wilson advertising messages to the customer. It was specifically not religious in tone or action. The campaign focused on celebrating stories about Muslims playing in the NCAA basketball tournament and around the league as news. The Wilson brand was seen with each posts and share of the post to other networks like Facebook. During the month of the initial campaign, it started to become the easy place to findwhere the often buried stories about Muslim players were being highlighted. It became a positive destination for Muslim basketball lovers who both play and watch the game.
My Task
I was in charge of curating thecontent gathered from the internet, creating content publishing calendar,distributing these contents on various platforms, managing the social mediaactivity on a day-to-day basis, analyse the stats and drive the engagement strategyon relevant platforms, report the progress of the campaign to the client &management, manage the banner ads performance, liaising with the graphicsdesign team when designing the profile for the brand. Act as the go to personwith regards to getting full information regarding the progress of thecampaign.
Results:
- Above 54% of SM activities took place oncontents containing the Wilson brand
- Almost 99% of comments were made on contentscontaining Wilson brand
- Above 80% of the shared contents were made oncontent having the Wilson brand
- Higher CTRs were experienced on banners on dayscontents containing the Wilson band were posted.
- An increase in Share of Voice for the Wilson brand to 3.82% in one month from 0.016%.
Example of Content Produced
