The Tampa Bay Buccaneers set out to create an evergreen content series to deepen fan engagement beyond the team’s on-field performance while reaching new, younger audiences. By providing a unique perspective on the organization, we aimed to give fans unprecedented access to the inner workings of an NFL franchise in a way that felt fresh, immersive, and distinctly Bucs.
To meet fans where they are, the series needed to be built for vertical video—aligning with how younger audiences consume content across social platforms. It had to be dynamic and digestible, offering compelling storytelling that captured attention quickly while reinforcing the Buccaneers’ identity and culture.
At its core, the objective was to expand the narrative beyond the game itself. By showcasing the people, processes, and moments that define the organization, the series aimed to foster a deeper connection with the Krewe while breaking through to a new generation of fans.
To bring the "Inside Look" series to life, the Buccaneers developed a comprehensive strategy centered on delivering unique, behind-the-scenes content to engage both the already converted fans, the Krewe, and attract new, younger audiences. The plan encompassed content development, platform optimization, and audience engagement tactics.
We identified key aspects of the organization that fans seldom see, such as the meticulous work of the equipment staff, strength and conditioning routines, field preparation processes, and the day-to-day routines of support personnel. By highlighting these elements, we humanized the organization and showcased the collective effort that drives the team's success.
Recognizing the consumption habits of our target audience, we chose vertical video as our primary format. To maximize engagement, each piece was designed with best practices in mind—starting with a compelling hook featuring an intriguing fact or behind-the-scenes tidbit. Text overlays ensured key information was quickly digestible, while a split-screen format seamlessly blended interviews with dynamic b-roll, creating a visually immersive experience. This approach aligned with the mobile-first preferences of younger viewers and ensured seamless integration with platforms like TikTok and Instagram, making the content more engaging and shareable.
To foster a sense of community and deepen engagement, we focused on showcasing unique behind-the-scenes moments and exclusive access to various roles within the organization. This approach provided fans with a closer look at the Buccaneers' operations, offering insights that made them feel more connected to the team’s journey.
One of the primary challenges was maintaining a balance between transparency and confidentiality. Providing behind-the-scenes access required careful consideration to ensure that sensitive information was not inadvertently disclosed.
Another challenge was ensuring that content remained relevant within the week-by-week narrative of the season. While the content was evergreen, timing distribution was still crucial. To maintain relevance, we aligned releases with key moments—such as showcasing the packing process and hotel room logistics during road game weekends or highlighting field preparation ahead of a home playoff game where red end zones were a defining visual. By strategically planning distribution, we ensured each episode maximized the on-field schedule while still contributing to the broader, season-agnostic storytelling approach.
The "Inside Look" series stands out as the first of its kind in the NFL, focusing on the often-overlooked facets of an organization through a vertical-first, highly digestible format. While many teams have produced feature pieces on behind-the-scenes jobs, our approach was unique in its execution—prioritizing short-form storytelling optimized for mobile audiences. By shedding light on the contributions of ancillary roles and providing unprecedented access, we offered fans a holistic view of the Buccaneers' ecosystem in a way that felt fresh, dynamic, and highly engaging. This approach not only deepened existing fan loyalty but also broadened our appeal to a younger, digital-savvy audience.
In summary, through strategic content development, platform-specific optimization, and proactive audience engagement, the "Inside Look" series successfully brought old and new fans closer to the organization.
The Inside Look series exceeded expectations, becoming the most-viewed content series in Buccaneers history within a single year. With 37 million views across platforms from just ten segments, the series not only engaged the existing Krewe but successfully reached new audiences at scale.
A key objective was to create an evergreen, vertical-first content series that resonated beyond on-field performance. The results confirm this success, with an average of 1 million views per TikTok post, more than 3.5x the NFL average —demonstrating strong engagement from younger, mobile-first audiences. Additionally, Inside Look accounted for three of the top five Buccaneers TikTok videos of the year, proving its ability to cut through the digital clutter and capture attention in a crowded sports landscape.
