Strategic social campaign generates 6.4 million in reach and fuels a 28% rise in cross-channel engagement for college athletics association.
In a challenging collegiate landscape, the National Association of Intercollegiate Athletics (NAIA) wanted to enhance its ability to market to prospective member institutions, retain current membership, celebrate its values and build brand equity among members and student-athletes.
Through market and audience research Crux outlined four guiding brand pillars, created a campaign tagline and developed messaging, social and video assets for a brand advocacy campaign. Launching on internal channels and adopted by member institutions and student-athletes, the advocacy campaign equipped stakeholders with the necessary tools to celebrate the NAIA its colleges as #TheRightWayToPlay.
Within two weeks of launch the hashtag campaign – #TheRightWayToPlay – reached over 6.4 million people with 23,800+ interactions. The new brand anthem also received 61,500+ video views on owned channels. As a result, NAIA’s channel engagements increased 28% and cross-channel engagement rate increased 25.6% YOY.
