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Sports Illustrated
OBJECTIVE:
Develop social-first content that organically aligned with Google Search's "Helmets Off" campaign surrounding NFL Kickoff.
SOLUTION:
Partnered with creator Vic Blends (17MM+ Social Followers) to produce a three-part weekly series.
Each video was hosted by Vic as he conducts candid, unplugged conversations with NFL players to get a glimpse of their daily lives and off-field personalities.
Custom Google Search integration: Each NFL player was asked about the top thing fans are Googling about them in the past year.
Content distributed across SI, Vic and Athlete’s IG & TikTok channels for maximum reach.
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