CHALLENGE: The Atlanta Hawks wanted to drive social conversations around their journey in the 2017 Playoffs and have fans rally behind the mantra #TrueToAtlanta. Our aim was to attract a young, urban clientele that have an interest in basketball and love a great sporting experience.
SOLUTION: Lay the foundation for their influencer efforts. We chose Atlanta-based sports, fashion, and lifestyle influencers to share the #TrueToAtlanta experience with their friends & family and managed the campaign to measure the impact of selected influencers.
The organization provided each influencer a unique experience that, in turn, was used to create original social content during campaign. Unified by the branded hashtag #TrueToAtlanta, influencers emphasized the spirit of ATL basketball and crafted authentic storylines on Instagram.
RESULTS: 18 influencers activated, $20k earned media value, 150 pieces of original content