College Basketball
College Basketball
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As the campaign lead for College Basketball, I launched Big Ten Men's and Women's Basketball as a new property in Fall '23 and led teams to support Caitlin Clark Watch to capitalize on her record-breaking '23-'24 season. My role required me to craft the marketing strategy by identifying priority games, building a stunt to increase Peacock subscriptions, and communicating with cross-functional stakeholders.
Timing: '23-'24 + '24-'25 Season
CAITLIN CLARK'S RECORD-BREAKING SEASON
CAITLIN CLARK'S RECORD-BREAKING SEASON
Multi-Phase Approach
Multi-Phase Approach
Phase 1: Educate fans about Caitlin Clark’s potential to break the NCAA D1 Women’s Scoring Record
Phase 2: Build anticipation for the potential record-breaking moment
Phase 3: Drive tune-in for the Michigan vs. Iowa game and build hype for record-breaking moment
Phase 4: Highlight that Caitlin Clark is on the brink of breaking the NCAA D1 All-Time Scoring Record
Multi-Channel Marketing Approach
Multi-Channel Marketing Approach
Cross-Company: Capitalized on the power of NBCUniversal through tune-in mentions on TODAY, Morning Joe, Nightly News, and Last Call
On-Platform Editorial: Deployed on-platform merchandising strategy to reach consumers in key touch points with a custom Caitlin Clark rail on Peacock
Digital: NBC Sports & Peacock digital support with How to Watch article, Caitlin Clark Record Tracker, and compilation videos on NBC Sports & YouTube including her best career milestones
CRM: Deployed dedicated emails & push notifications for this game from NBC Sports & Peacock
Paid Media: Targeted media campaign to avid and casual college basketball fans with spend across paid search, social, and programmatic placements
Social: Extensive NBC Sports, Peacock, & On Her Turf social support with on-site coverage for both NBC Sports & Peacock at Carver-Hawkeye Arena
Morning Joe
Morning Joe
Morning Joe did a tune-in mention on Thursday, 2/15, and covered the historic moment the next day on Friday
Nightly News
Nightly News
Lester Holt previewed Caitlin Clark's chance at making history on Nightly News on Thursday, 2/15 ahead of the game
Last Call
Last Call
CNBC's Last Call showcased the Caitlin Clark effect and included a countdown clock to the game on Peacock
The Iowa vs. Michigan game featuring Caitlin Clark becoming the NCAA women’s all-time scoring leader is NBCUniversal’s most-streamed college basketball game ever with 785K viewers tuning in.
The Iowa vs. Michigan game featuring Caitlin Clark becoming the NCAA women’s all-time scoring leader is NBCUniversal’s most-streamed college basketball game ever with 785K viewers tuning in.
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