Creative by Corbs
CONTENT STRATEGY
Showing appreciation to digital creators and superfans during COVID -19
Creator Spotlight and Superfan Series
Status: Complete
Project Type: Professional - Real Sports Apparel, Maple Leaf Sports & Entertainment
Publishings: Real Sports Apparel
Role: Ideation, research, strategy, project management, social media management
Abstract
When COVID-19 was officially declared a pandemic in March of 2020, we recognized how much it affected individuals financially, socially, physically, and mentally. We were also faced with the challenge of marketing expensive product during a time of global financial hardship. With the intention of giving exposure to MLSE creators, showing appreciation for our superfans, and keeping Real Sports Apparel product top-of-mind, we launched two new content pillars: Creator Spotlight and Superfan Series.
Photography by Mark Blinch
Creator Series
The Creator Series highlighted designers and photographers who work with MLSE. Gifting each creator with one item of their choice from Real Sports Apparel + financial compensation, we challenged them to develop a unique project that showcased their artistry. The program was a huge success, gaining organic attention from media outlets like Complex Canada.
Contributions by Sarjoun Faour, Mark Blinch, Erin Marshall Turner, Nick Merzetti, Streets of Toronto, and Chara Ho
Superfan Spotlight
The Superfan Spotlight Series highlighted Toronto Maple Leafs, Toronto Raptors, Toronto FC, and Toronto Argonauts fans who are frequent customers and loyal customers to Real Sports Apparel. With the help of our in-store staff, we selected a handful of superfans to kick-off the series, showcasing their impressive man-caves through photographs and video footage. The series then opened up to MLSE members, who also wanted the chance to show off their collections. Overall, the series successfully connecting our fans to one another virtually - something our community was finding hard to do during the first COVID-19 lockdown.
Photography by Nathan Denette and MLSE superfans