Celebrating fandom with NFL Fan Style.

NFL Fan Style

THE CHALLENGE

TOP PRODUCTS FROM ONE OF THE WORLD’S TOP BRANDS

The National Football League is the most popular sports and entertainment in the world – with 32 teams and millions of fans. And beyond Sunday, it's often the league’s consumer product offerings, from t-shirts and hats to dog leashes and chili bowls, that are the most tangible manifestation of that fandom. With an ever-growing array of product offerings from top licensees, the NFL needs to put its best foot forward to grow its fashion, “Homegating,” and other consumer product initiatives. We’re proud to have worked with the league in this mission for five years.

THE CLIENT

NFL Fan Style

The Solution

Instructional and Inspirational

Instructional and Inspirational

In building the persona for NFL Fan Style on social, we quickly landed on one driving theme: celebrating and enhancing the life of an NFL fan. We drilled down into this strategy through content that fit into one of two buckets: aspirational and instructional. Showcase what perfect fandom looks like, and then help the audience get there

Premium Original Content

Premium Original Content

A world-class brand deserves world-class content. We worked with top chefs, stylists, mixologists, and other lifestyle experts to repeatedly create award-winning original content – including a set of popular gameday-snack recipe videos.

Jet-fueled Growth

Jet-fueled Growth

With community growth as a top-level goal, we executed a comprehensive social advertising strategy that resulted in over 600,000 new fans on Facebook alone. Our advertising was iterative and localized, regularly beating industry benchmarks.

Launching Pinterest

Launching Pinterest

Working with the league, we strategized over the 2015 offseason about how to build and launch the NFL’s official Pinterest account. Helped by fashion icon Kristen Cavallari and football legend Dick Butkus, we debuted the account at the 2015 NFL Draft. With an all-hands-on-deck effort, we developed more than 2,000 pins for launch, including custom street-style photography, original “mocktail” recipes, team color palettes, gift guides, and more.

Lifestyle Council

Lifestyle Council

Each season we coordinated a lively blogger council with top influencers from around the country. This group both generated content that reached millions of eyeballs, as well as became a valuable asset in coordinating with licensees, seeding product, and amplifying live events.

THE RESULTS

Creating A Fan Culture

As fans ourselves, helping to celebrate the culture of fandom has been a continually rewarding experience. Through a refined content strategy and a precision-targeted advertising plan, we’ve seen audience counts skyrocket. During our engagement, Instagram saw 715% growth – and Facebook grew 1,200%, now both strong channels for supporting NFL consumer products.

Engagement has increased across the board as well, with our marquee content pieces across platforms routinely seeing four and five digit reach metrics. And while the goal here is awareness and not direct sales, we’ve seen our top pins regularly drive thousands of dollars in revenue to retail partners.

NFL Fan Style NFL Fan Style NFL Fan Style

The NFL Wants to be your favorite lifestyle brand... So, to move all that product, the NFL is doing what any wise fashion brand does these days: It’s fashioning itself as a lifestyle brand under the banner NFL Fan Style, complete with its own #content, an attractive Instagram, product-pushing blogger partnerships, and paid influencers.

Racked

So, What Do You Think?

Digital Natives Group
5-22 46 Ave • Floor 3 • LIC • NY 11101
info@nativesgroup.com          718.433.1122
info@nativesgroup.com          718.433.1122
Damn Good Marketing.
Thank you Checkmark
Got It. Thanks!
×
Email Icon
Hold On For A Second.
Want To Keep In Touch?
Once in a great while we send out an email about
what's up around here. Interested?
Sign Me Up