Objective:

• This year we targeted 3 distinct audiences by leveraging 3 types of schedule release formats.

• Produced Video Featuring Head Coach Nate Tibbetts

  • A cinematic, long-form schedule release designed for our most engaged fans. Packed with Easter eggs, storytelling, and production value, the video rewarded dedicated followers while creating a tentpole moment worthy of one of the most anticipated days of the offseason.

• Vertical-First Social Video

  • Built specifically for short-form consumption, this version translated the schedule release into a fast, entertainment-driven format optimized for younger audiences. By prioritizing accessibility, pacing, and platform-native storytelling, we expanded reach beyond our core fan base and introduced the schedule to casual and emerging fans.

• Doodles

  • Our highest-performing recurring content, designed to strengthen brand affinity through a distinct visual identity and recognizable voice. This format has become a fan favorite, creating anticipation, engagement, and a unique Mercury-owned social experience.

Results:

• 65+ Posts earning over 2.5M+ Video Views

• Impressions: 1.4M+ (140% of goal)​

• Engagement: 19.3K (128% of goal)

• Green positive lift: +3.31 (+200% of goal)

• Net Sentiment: 74% (+270% of goal)