Fanatics: As a global leader in licensed sports merchandise, Fanatics is building the leading global digital sports platform and changing the way fans purchase their favorite team apparel, jerseys, headwear and hard goods through an innovative, tech-infused approach to making and quickly distributing fan gear in today’s 24/7 mobile-first economy.
THE SITUATION.
Fanatics came to Jersey Filmmaker to tap into the lucrative branding and marketing opportunities. They leverage exclusive athlete relationships to create original content around them. As new channels grew in popularity (e.g tik tok), they wanted to leverage these mediums to reach bigger, more engaged audiences – but didn’t have the strategy and capabilities needed to design smart experiments in order to grow their reach.
THE SOLUTION.
JF & Fanatics kicked off a series of concept collaborations that led to the creation of multiple series like; Small Business Stories, Fanatics Presents, Fan Shoots, and Ask Me Anything (AMAs) installments. We immediately started capturing key moments and created new original content with featured athletes. We worked diligently to grow reach and views of various channels and leveraged our storytelling tactics through live events like Peyton Manning Chalk Talk, fan photo opportunities and social media assets.
THE IMPACT.
- The strategic impact included growing ‘Fanatics Presents’ events by creating high-quality content that drove ticket sales.
- Used short-form embedded videos in various articles to grow their reach across multiple platforms.
- Leveraged longer-form, lower-intensity content like interviews to generate organic interest and create credibility by discussing past successes adding entertainment value
- Doubled down on short-form content that ranged between 5 to 60 seconds for organic and paid mid-funnel distribution.
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