Columbus Crew (MLS) · 2019–20

Columbus Crew

RoleSponsor integration · Brand voice

DisciplineBRAND VOICE

Year2019–20

The brief

The primary goal was to successfully launch a multi-year partnership with Nationwide and debut the inaugural primary uniform kit simultaneously.

This required generating maximum fan excitement and media coverage while ensuring a direct, measurable conversion path from announcement to immediate uniform sales and Nationwide brand affinity among the fanbase. The challenge was managing the simultaneous demands of two major brands and driving time-sensitive e-commerce sales.

By the numbers

155 %

The integrated digital strategy drove a 155% increase in online uniform sales within the first 48 hours of launch compared to the previous year’s kit debut, setting a new club record for merchandise volume.

25 %

Sponsor Affinity Boost

Post-campaign surveys showed a 25% jump in positive brand association for Nationwide among self-identified Crew fans, demonstrating success in authentically integrating the partnership story.

1.5 M

Exceptional Organic Reach

The sequential reveal content strategy achieved a combined 1.5 million organic video views and generated over 5,000 unique comments/shares across platforms, proving the content’s inherent viral appeal.

Efficient Retargeting ROI

The ad spend optimization on retargeting non-converters delivered an impressive 8:1 Return on Ad Spend (ROAS) in the critical launch week, demonstrating highly efficient conversion funnels.

The work

How it came together.

01 / 06

Integrated Partnership Storytelling

I designed a content narrative that seamlessly introduced the Nationwide partnership through the lens of community and shared local values, making the sponsor feel like an authentic extension of the club, rather than just an advertiser.

01 · feature

02 / 06

Sequential Reveal Campaign

I managed a five-day "Kit Drop Countdown" across Instagram, X, and TikTok, using highly stylized, short-form video teasers that built anticipation and culminated in the final e-commerce launch, complete with limited-time incentives.

02 · feature

03 / 06

Direct E-commerce Conversion

I implemented tracking pixels and optimized social shop integrations directly into the reveal content. I also managed the ad spend for retargeting fans who viewed the launch video but did not complete a purchase within the first 24 hours.

03 · feature

04 / 06

Integrated Partnership Storytelling

04 · feature

05 / 06

Sequential Reveal Campaign

05 · feature

06 / 06

Direct E-commerce Conversion

06 · feature

What happened

The results.

Record Sales Performance, The integrated digital strategy drove a 155% increase in online uniform sales within the first 48 hours of launch compared to the previous year’s kit debut, setting a new club record for merchandise volume.

Sponsor Affinity Boost, Post-campaign surveys showed a 25% jump in positive brand association for Nationwide among self-identified Crew fans, demonstrating success in authentically integrating the partnership story.

Exceptional Organic Reach, The sequential reveal content strategy achieved a combined 1.5 million organic video views and generated over 5,000 unique comments/shares across platforms, proving the content’s inherent viral appeal.

Efficient Retargeting ROI, The ad spend optimization on retargeting non-converters delivered an impressive 8:1 Return on Ad Spend (ROAS) in the critical launch week, demonstrating highly efficient conversion funnels.

Credits