Head and Shoulders (H&S) NFL PLAYER SOCIAL CAMPAIGN.

Business Problem:

Head and Shoulders (H&S), a long-standing NFL partner under the Procter & Gamble umbrella, wanted to leverage a season-long “Shoulders of Greatness” social campaign featuring NFL players who would be recognized weekly for their on-field performance. During the 2016 NFL Season, H&S wanted to expand the reach of the campaign across the entire NFL, working with the industry’s top AP photographers to secure weekly engaging social content. The challenge was that H&S wanted to use player rights in a hybrid manner—something that did not involve direct services, but a promotion that aligned players creatively with a specific brand during the season.

The NFLPA team presented H&S with the solution to leverage player identities by bundling player rights in a branded campaign on a maximum of two social platforms.

Solution:

H&S reached out to the NFLPA to present a solution on how they could leverage player identities socially, in a direct connection to a brand, without the players having performed services. Our team presented H&S with the solution to bundle player rights in a branded campaign on a maximum of two social platforms, so long as H&S agreed to leverage a minimum of three (3) “Shoulders of Greatness” players weekly. Our team provided approval under a modified passive rights usage category that warranted a highlighting payment to the players, resulting in a universal payment offered to all featured players. To authenticate the campaign, H&S agreed to include the NFLPA logo in all creative. Each week during the NFL season, the NFLPA team approved all player content and posts for both Twitter and Facebook by noon on Mondays, allowing the content to consistently post in a timely manner.

Throughout the NFL season and ultimately through all Playoff rounds, H&S was able to highlight a total of 63 players on Twitter and Facebook for their Shoulders of Greatness performances on the field.

Results:

  • Each week (17 weeks) of the NFL season and ultimately through all Playoff rounds, a total of 63 players were highlighted on Twitter and Facebook for their “Shoulders of Greatness” performances on the field.
  • A robust, 17-week player-centric social platform was created that extended the established “Shoulders of Greatness” campaign equity across multiple platforms throughout the season.
  • An easy, seamless approval process that allowed H&S to maximize the number of players featured in the campaign without the need to secure individual approvals.

Tags Partner Marketing Marketing Strategy


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