Columbus Crew SC · Nationwide · 2019-21

Columbus Crew

RoleContent & Strategy

DisciplineSponsor Integration

Year2019-21

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.

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

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 / 03

Integrated Partnership Storytelling

I built the Nationwide partnership into the club's own community story instead of bolting it on as a logo placement, framing the sponsor as a neighbor with a stake in the same neighborhoods Crew fans call home.

02 / 03

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.

03 / 03

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.

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