No better way to unite a diverse city than by sharing the love of the world’s game.
AGENCY
Teak (and Freelance)
Client
San Jose Earthquakes
TYPE
Brand Strategy
Marketing Activations
The Challenge
Since 1974, the San Jose Earthquakes have been the Bay Area’s beloved soccer team. And having seen a rebrand in 2014, the Quakes were positioned to revitalize their fanbase, too. But with a large market and lots of things to do in the Bay Area on any given Saturday, they’d seen that it wasn’t as easy to connect with their fans and create longterm affinity as they would have hoped.
The Solution
Instead of targeting the Bay Area as a whole, we needed to focus on San Jose. The city and group of fans within 20 miles of the stadium. But how do you connect with a city that’s hard to define itself?
Here’s what we did.
We are San Jose. We centered this multi-channel campaign around a plethora of vidoes, gifs and social posts that celebrated the little, awkward wins of adulting.
Anyone else proud of themselves when they change the toilet paper roll?
It was critical to engage past a video view. We created a landing page and “adulting” contest to capture email (and build brand affinity! Score!).
We knew this audience sees past the typical brand BS, so we needed to surprise them. We spent tons of time on our community management strategy, thinking of conversations to insert ourselves in authentically. We proactively celebrated these little adulting wins on social media and delighted them by sending Duraflame logs. It was a win for everyone.
And we knew that every touchpoint with this audience needed to be consistent. We used things like Snapchat Filters targeted at various metropolitan areas and collateral to remain on brand.
The final result?
It worked.
On YouTube alone, we garnered 87% more video views than the year before, with a total 2.7M video views across all platforms. We saw a 168% increase in website traffic from our target audience and generated over 19K email sign-ups.