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Jackson State University Spring Football 2023
Documentary
Social Strategy and Execution
The following Webby Award honored documentary was shot with the Jackson State University football team during their spring season, leading up to the Blue & White Spring Game. The goal was to get an inside look at the team's preparation in the offseason after the departure of Coach Prime. I led the social strategy and execution for this project, while working closely with Head Coach T.C. Taylor and 3 athletes to lead the team's storytelling. Below is the full @UnderArmour YouTube documentary, as well as social media assets on @uafootball Twitter and Instagram channels.
Key stats/takeaways: In two weeks, the documentary totaled 1.5M viewers on YouTube with paid media support. On Instagram during the week, the content reached 1.2M viewers organically. Each featured athlete signed an NIL feature deal (worth $5K) and was given over $2K in Under Armour product.
