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2024 Under Armour All-America Football
Special Events
Social Strategy, Marketing Activation, and Execution
Every January, the Under Armour All-America Game features the top high school football seniors in the country. For the 2024 game, I led the social activation strategy and execution for the week-long event. During the week, I oversaw a content team of 12 individuals featuring videographers, photographers, editors and influencers. We collaborated with various external brands (Icebox, Bumpboxx, Intersport, OzTech) to create an unforgettable activation experience for the athletes. Below are posts on the @uafootball Instagram and Twitter, as well as the @UnderArmour Instagram and Tiktok.
Key stats/takeaway: On Instagram, the content reached 1.3M accounts with paid media support. The highest performing organic post was "Who is the best rapper out right now?" compilation video, totaling 20K likes, over 800 comments and 252K views.
