The first step was to prioritize titles, categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.
- Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
- Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
- Low-performers: Dormant titles with weak social followings that had been dormant social channels for long periods of time.
Content Creation matrix
After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.
This workflow was centered around four main considerations:
- First, identifying a relevant cultural moment.
- Second, correlating the cultural moment to a relevant Fox property.
- Third, leveraging a powerful social platform.
- Fourth, identifying KPIs.
Gatorade needed a partner to help them fuel the next generation of athletes through bespoke social content to support, inform, and inspire.
To bring this to life, we tapped Karl-Anthony Towns to produce a six part TikTok series that instructed users how to bring fun back into sports. To highlight one of Gatorade's newest athletes we brought the family to the fun by producing a roster announcement using Jaden Ivey’s own mother to announce his addition to the Gatorade family. Last, ahead of the Celtics highly anticipated Christmas Day game, we created one epic nursery rhyme.