See campaigns differently: Why social is an invaluable player for the NFLPA

Social media campaigns are living, breathing things. In spite of all the research and prep that marketers funnel into campaign planning, creative production or hashtag ideation, campaigns tend to chart a path of their own post-launch. Rather than resist change, the most strategic teams consider this an opportunity—using insights from social to understand the untapped potential of campaigns, extending their relevance and maximizing their impact.

This approach, powered by social analytics and listening, has been hugely influential for the NFL Players Association (NFLPA)—it has sharpened our overall business strategy, encouraged more players to get involved in our programs and influenced holistic, multichannel campaigns.

Social drives game-time decisions for campaigns

As the social media and content manager for the NFLPA, my job is threefold—promoting NFLPA programs and services, sharing player-driven social content and connecting players with potential partnerships. Our #AthleteAnd campaign was born out of those three elements coming together.

We know that NFL players are more than just football players—they are authors, philanthropists, CEOs. Each of them is an athlete and then some. Initially, #AthleteAnd was just a hashtag we used to brand and market players’ stories. As players started to share their stories and photos using the hashtag, we expanded to a full, ongoing campaign that showcases their talents outside of the NFL and attracts new partnerships.

Social listening helps us identify who is using #AthleteAnd in their posts, what they are talking about in relation to it and if there’s an opportunity to reshare user-generated content across our channels. With active social listening topics in Sprout, we automatically capture any mentions of the hashtag so we are consistently presented with new insights, stories and opportunities to build on the campaign.

Man' missing these off the field moments talking to young athletes about the grind. There’s really nothing like seeing that fire and ambition in a kid trying to be great! Set your own standards and crush those goals. #AthleteAnd pic.twitter.com/wyVlMTMrh4

— Alec Ingold (@AI_XLV) March 25, 2020