NBA PLAYERS ASSOCIATION
In collaboration with the NBPA Foundation we launched the #EverydayDad campaign. Over the course of six weeks, our strategy and beautifully-produced content grew the NBPA’s social presence by more than 200%. Then our coffee table book was distributed across the league and successfully drummed up player support for phase two in 2017.
The men of the NBA are more than just basketball players - they're fathers, sons, husbands, and brothers. The problem? Nobody talks about that.
Along with the Fathers and Sons of Professional Basketball Players and the NBPA Foundation we created #EverydayDad. Our first task? Get the players on board. Our approach was simple: let them do the talking. As it turns out, proud husbands and fathers love to talk about their families and the people who have influenced them along the way.
Through our social media strategy, content, and subsequent coffeetable book we increased the NBPA Foundation's social footprint by over 200% and garnered interest from over 20 top players for 2017.
The long-form content came out weekly over the course of the campaign. The week leading up to each video we debuted trailers and "one-liners" teasing the long-form video that was to premiere.