Challenge
Ahead of this year’s NFL Draft, with live sporting events on hold, Taylor uncovered the driving insight that the lack of professional sports—and professional grooming—created the perfect opportunity for P&G brands and NFL prospects to give fans the content they were craving, at the moment they were most engaged.
Solution
Taylor partnered with three P&G brands (Gillette, Head & Shoulders and Old Spice) to create a virtual #NFLDraftRedCarpet experience, bringing the traditional player “fashion show” inside the homes of 43 top NFL prospects. Instead of getting dressed up to walk the red carpet in front of thousands of fans and media like they had originally planned for in Las Vegas, the P&G brands gave players the chance to show off their NFL Draft looks for the world, virtually. Each player submitted a brief video of themselves showing off their red carpet style at home and the Taylor production team went to work editing each video into engaging content pieces.
Results
Taylor matched players with each of the P&G brands, crafted engaging social copy for all 43 NFL prospects, and ensured that 84 posts went live on Draft night, in real-time, across both Instagram and Twitter. Additionally, a paid partnership with the NFL resulted in an unprecedented 21 retweets of our #NFLDraftRedCarpet content on Twitter by @NFL, a 12-tile Instagram story highlighting our player videos, and an in-feed multiplayer video post across their social channels (Instagram, Facebook, and Twitter). Leading up to Draft night, Taylor identified five players to represent each of the three brands over two packed days of earned media interviews, ultimately delivering over 638 million earned media impressions and coverage in top-tier outlets, including ESPN, Associated Press, AdAge, Fox News, Good Morning Football (broadcast), The New York Times, and Yahoo!.
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