Work: The Athletic, Sr. Social Media Manager
Social Media Strategy & Content Marketing
Question: How do we talk about sports when everything is canceled?
Background: In the grand scheme of life, canceled sports during the pandemic was a minor concern. That said, for The Athletic, it was a critical time of the business. How could the business grow and continue to gain subscribers during a time in which all sports had been canceled? I worked as the social and creative lead on this project, bringing in CRM, design and additional marketing support to launch the Sports Change Us campaign. This campaign helped remind people of how sports affect people’s lives and showed the value of The Athletic’s sports journalism and storytelling.
Strategy:
Brainstormed and carried out campaign from start to finish.
Used CRM and existing email base to find and create UGC from engaged subscribers.
Worked directly with newsroom to help generate stories that tied social to in-app experience.
Assigned brand design kick off and worked alongside design team to develop look and feel.