Social Media Campaign
Brand: Best of Ten
Brand
Best of Ten
Campaign
Through our documentation of the most consequential moments on the tennis calendar, the Best of Ten audience can expect unencumbered coverage of the ATP and WTA tours — delivering valuable insights, tips, tricks, and solutions that help fans maximize their enjoyment of the sport, regardless of access.
Audience
Tennis newcomers and casual fans planning their first major tournament experience.
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Men and women
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Ages 28–45
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Young professionals and working parents with disposable income who are willing to invest in travel and experiences
Main Message
Don't spend thousands on a tennis trip only to realize you missed the best parts.
Attending a major tournament is different from planning a typical vacation. From choosing the right tickets and accommodations to finding the best food, transportation, and hidden experiences, a little insider knowledge can transform a good trip into an unforgettable one. Best of Ten gives fans the confidence to plan smarter and make the most of their investment.
Call to Action: The campaign uses urgency to encourage prospective travelers to visit Best of Ten's Tournament Guides before booking their trip. By highlighting what's at stake (expensive tickets, flights, hotels, limited time) the campaign motivates users to seek expert advice from Best of Ten so they can avoid common mistakes and maximize every moment of their tournament experience.
Tone: Conversational, knowledgeable, and trustworthy. The messaging should feel like advice from a well-traveled tennis friend who wants to help others avoid common mistakes.
Social Media Campaign
Brand: National Wildlife Federation
Brand
National Wildlife Federation
Business Problem or Opportunity
NWF is a grass-roots organization with 52 state affiliates dedicated to saving wildlife at local, state and national levels. NWF is one of the most credible and trusted nonprofits, but people don’t know what they do or why they do it.
Audience
Potential donors - millennials. 2 in 3 millennials have heard of NWF and half are familiar, but the intensity of the familiarity is moderate, especially in knowing its mission.
What's going on in their lives? Culture tension or passion to appeal to?
People care about climate change and protecting the environment, but the problem feels so overwhelming that they don't believe their individual actions can make a meaningful difference.
Main Message
What do we want them to talk about when they talk about this idea?
“I didn’t realize I could give back and have such an impact right in my own backyard.”
Idea to plant in their minds: Anyone can give back to nature and fight against climate change and it doesn’t have to be overly complicated or time consuming.
Why it's true: By uniting and empowering Americans to create and connect wildlife habitat in cities, town and rural communities, the National Wildlife Federation benefits wildlife, people and future generations
