Spalding was a sleeping giant with a long history in basketball, but most consumers barely recalled the brand's logo on basketballs.
Increase awareness and consideration among Black GenZennials through a highly targeted digital video and social media campaign to maximize managed and earned touchpoints that we called True Believers.
Increased brand awareness by 11.7%
Increased purchase intent by 13.4%
4.8MM+ video views
Tripled social media share of voice in the basketball category