The highly integrated ’47 Brand “Nice Hat” NFL campaign was created to launch the new franchise hat in a way that shows the target that ’47 Brand gets them in a lighthearted way. We created the campaign to maximize social media participation and drive consistency across all brand channels. See work below or click to read the case study.
Connect with 16-24 year old guys in the sports lifestyle market in a way that resonates with them.
Sometimes a simple shared connection can make all the difference in the world. In the case of our new integrated campaign for the new NFL ’47 FRANCHISE hat, a shared taste in head wear keeps this kid from getting his butt kicked for hitting on another guy’s girl.
The target is 16-24 year old guys in the sports lifestyle market.
As an extension to the TV spot, we created four alternate endings which are being promoted on social media and live on the ’47 Brand and Lids Facebook pages. Each ending explores different possible ways the encounter could have ended up.
We also created the Nice Hat in-store pop campaign that lives in over 900 Lids stores. Part of the in-store effort is a mobile campaign where users can text “NiceHat” to 40679 and the spot gets sent directly to their smartphones which the target uses exclusively.
The digital campaign lives in pre-roll, rich and standard banners as well as in social.
There is also an online social media scavenger hunt #47NiceHatHunt.
Results were very strong for the overall campaign. ’47 Brand Lids sales are up 50% over last year. Social media reach and engagement are up a whopping 4941% over last year.